Kantar Media Debuts TV Metrics Service

by Wayne Friedman , October 8, 2013

Media researcher Kantar Media is starting a new TV audience measurement service -- one that will combine key consumer-purchasing behavior.

Looking to compete with Nielsen and Rentrak, Kantar Media Audience Advisor will integrate purchase and demographic data from third-party partners. Kantar can offer information based on demographics and shopping behavior.

Kantar will use second-by-second data from 1 million set-top boxes, which can be projected across nearly 100 million homes of people who subscribed to cable, satellite, or telco TV program distributors.

GroupM and Saatchi & Saatchi media agencies are clients that plan to use Audience Advisor.

“Audience Advisor is a natural evolution of the audience measurement work that Kantar Media began when it pioneered RPD [Return Path Data] for analysis of television viewing behavior,” stated George Shababb, president of Kantar Media Audiences.

Kantar Media has been selling return-path data [RPD] services to clients for a number of years. Kantar Media will use third-party partners, including Experian Marketing Services, J.D. Power and Kantar Shopcom, among others.

Audience Advisor will also enable advanced audience segmentation based on household-level attributes, demographics and purchase behavior.

"Watching TV" photo from Shutterstock.

consumer, data management, media measurement, tv

3 comments about "Kantar Media Debuts TV Metrics Service".

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Darrin Stephens from McMann & Tate, October 8, 2013 at 12:32 p.m.
You forgot to note that Kantar and WPP are owned by the same guy.
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Michael Massey from Clickit Digital, October 8, 2013 at 3:08 p.m.

Audience Advisor seems like a viable TV measurement tool. However, as of June 30 2013, revenue for Rentrak was pacing at $28.84 million and they are gaining traction daily.

Jeff Boehme from Rentrak, October 11, 2013 at 5:37 p.m.

At Kantar Media, we’re very excited about our new Audience Advisor offering which better defines the value of the TV audience. We’ve already been discussing it with clients, and very much look forward to meeting all interested customers to present our products, methodology and benefits.