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Group M, Kantar To Use Set-Top Data To Study Hispanic Consumers
- Broadcasting & Cable, Monday, November 7, 2011 3:08 PM
Group M and Kantar Media, both WPP companies, will explore the relationship between Hispanic consumers' programming and viewing behavior by integrating "the return path data from set-top boxes with other data" about product purchases, writes Jon Lafayette.
Group M will put metrics from Kantar's Shopcom with data from Kantar's DirecTView service to to "identify specific Hispanic Spanish-speaking target audiences, TV tuning by program, commercial, channel and time period, commercial measurement, contextual ad performance and TV ROI," adds Layfayette.
