• November 1, 2011

J.D. Power & Associates has signed an agreement with Kantar Media to integrate auto buyer data with television audience viewing behavior data. The partnership is designed to give marketers, media buyers and sellers better analytics for more effective media planning and ROI assessment.

Retail auto transaction information from the J.D. Power and Associates Power Information Network will be overlaid with audience behavior data on an anonymous, aggregated basis, providing new insights into television viewing habits segmented by consumers of specific automotive brands.

 “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,” said Steve Witten, executive director of global automotive business development at J.D. Power and Associates. “Linking the depth of data from J.D. Power’s Power Information Network with Kantar Media’s innovative methods of data collection and analysis will help yield innovative new products that will assist automakers, dealers and other key industry stakeholders in gauging return on marketing investments.”

Some examples of the kind of auto/visual data that the partnership will garner: among buyers of hybrid vehicles, the top three shows watched were “Body of Proof,” “Person of Interest” and “Glee.”Among 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.” And among minivan buyers, the three most-watched shows were “Grey’s Anatomy,” “Survivor: South Pacific” and “Blue Bloods.”