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Cable Technology Feature Article

October 07, 2013

Kantar Media Announces Advanced Television Audience Measurement Service

By Anil Sharma, TMCnet Contributor

Kantar Media, which provides critical information that helps clients make better decisions about communications, has announced that it is introducing an advanced television audience measurement service that provides precise second-by-second data projectable to a national footprint of nearly 100 million households representing subscribers across Multichannel Program Distributors (MVPDs).

Advanced TV audience measurement service provides high-quality return path data projecting to a large national footprint, integrated with purchase behavior for key sectors.

Officials with Kantar Media said that the syndicated service, Kantar Media Audience (News - Alert) Advisor utilizes second- by-second Return Path Data (RPD) from more than 1 million multiple provider households to provide deep insights into consumer viewing behavior, including program engagement and commercial ratings.

“Audience Advisor is a natural evolution of the audience measurement work that Kantar Media began when it pioneered RPD for analysis of television viewing behavior,” said George Shababb, president of Kantar Media Audiences, in a statement.

Shababb said that the complexity of the marketplace has increased the need for broader, more comprehensive insights but only if they are based on quality data.

He said that as a well-established research company with a focused mission, Kantar Media is uniquely positioned to deliver on the need for advanced audience measurement systems that can deliver the power of Big Data along with a high level of data acuity and powerful analytics.

Company officials pointed out that Audience Advisor, which can be accessed through a world class media audience evaluation application, enables deep, robust analyses into the tuning behaviors of consumers to leading networks and agencies.

Clients that are planning to use Audience Advisor include GroupM and Saatchi & Saatchi.

“Kantar Media Audience Advisor will provide us with new and valuable insight across a broad national footprint of television households,” said Rino Scanzoni, chief investment officer for GroupM, one of the world’s largest media investment company. 

Earlier in September, Kantar Media announced that it is rolling out the first in a suite of applications to enable broadcast audience data to be viewed on mobile devices.

The mobile 'app' version of InfoSys+, Kantar Media's TV audience analysis software, provides 24-hour access to essential TV viewing analysis on the move.

Edited by Ryan Sartor

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