• by Joe Mandese , July 6, 2021

WPP’s GroupM U.K. unit has signed a new, long-term deal to use Kantar’s Great Britain TGI (Target Group Index) consumer survey data.

The data, which is akin to MRI and/or Simmons in the U.S., is the U.K.’s main source for audience targeting and media planning.

Terms of the agreement were not disclosed, but GroupM parent WPP owns 40% of Kantar, and the companies said the renewal follows some significant upgrades in the TGI product, including a recent move to monthly data releases enabling advertisers, agencies and media suppliers to have a more immediate view of marketplace trends and consumer media and product usage behaviors.

Kantar noted that this is especially vital in the U.K. right now, as the market emerges from its COVID-19 pandemic lockdown.