Kantar Media is singing the praises (and deservedly so) of its advanced new television audience measurement service.
Kantar Media’s Audience Advisor purportedly provides precise second-by-second data projectable to a national footprint of nearly 100 million households representing subscribers across Multichannel Program Distributors (MVPDs).
The syndicated service, the company explains, utilizes second- by-second Return Path Data (RPD) from more than 1 million multiple provider households to provide deep insights into consumer viewing behavior, including program engagement and commercial ratings.
By integrating purchase behavior and demographic data from Kantar Media’s third party partners, including Experian Marketing Services, J.D. Power and Kantar Shopcom, among others, Audience Advisor also enables advanced audience segmentation studies based on household-level attributes, demographics and purchase behavior.
“Audience Advisor is a natural evolution of the audience measurement work that Kantar Media began when it pioneered RPD for analysis of television viewing behavior,” adds George Shababb, president of Kantar Media Audiences. “The complexity of the marketplace has increased the need for broader, more comprehensive insights but only if they are based on quality data. As a well-established research company with a focused mission, Kantar Media is uniquely positioned to deliver on the need for advanced audience measurement systems that can deliver the power of Big Data along with a high level of data acuity and powerful analytics.”
