• by Wayne Friedman , June 15, 2011

Looking to give advertisers better targeting, Kantar Media is partnering with Experian Marketing Services to add specific demographic data to anonymous viewing data for Kantar's growing DirecTV-based TV measurement service.

The Experian group provides data for traditional and addressable media and will give Kantar's DirecTV viewing data, with a panel of 100,000 DirecTV subscribers, greater targeting depth for TV marketers.

Kantar says this will be a core feature of its DIRECTView service, projected across the entire DirecTV residential subscriber base, to measure live and time-shifted viewing of more than 350 channels.

"DIRECTView clients will now be able to understand the composition of audiences whose viewing behavior they are assessing," says Bud Breheney, chief commercial officer of Kantar Media Audiences North America. "With this level of granular insight, both media buyers and sellers will benefit through a greater ability to target messages and define audiences."

"The extension of Experian's direct marketing expertise to television provides greater value for advertisers and marketers as they navigate the addressable media ecosystem," added Mike Balducci, general manager of Experian Digital Advertising Services, a unit of Experian Marketing Services.