Kantar Media Drives Into Car Owners' TV Preferences

Grays-AnatomyIf you own a minivan, you could be watching "Grey's Anatomy."

Looking to grab deeper insights on automotive buyers and television, J.D. Power and Associates has signed an agreement with Kantar Media.

J.D. Power's retail auto data will be overlaid with audience behavior data from Kantar Media -- all to be provide new information about TV viewing habits. The effort will integrate TV set-top box data from Kantar Media.

Some initial observations: For those who bought hybrid cars, the top three shows watched were "Body of Proof," "Person of Interest" and "Glee." Buyers of non-luxury midsize cars, the top three programs were the Washington Redskins vs. Dallas Cowboys football game, "Dancing with the Stars" and "Grey's Anatomy."

Among luxury midsize car owners, the most-watched programs were "Revenge," the Redskins vs. Cowboys game and "Castle." For minivan buyers, the three most-watched shows were "Grey's Anatomy," "Survivor: South Pacific" and "Blue Bloods."

"The collaboration between J.D. Power and Kantar Media supports our goal of finding new and varied ways of listening to and augmenting the voice of the consumer," stated Steve Witten, executive director of global automotive business development at J.D. Power and Associates.

"Kantar Media provides clients with enhanced analytics that go far beyond audience demographics, enabling delivery of more relevant messages to consumers," says Bud Breheney, chief commercial officer of Kantar Media Audiences North America.

The J.D. Power derives real-time automotive retail transaction data from more than 8,900 franchisees throughout the U.S.



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