7/27/2019 Kantar Media Audience Advisor Release

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Contact:Bill Daddi

Daddi Brand Communications646-370-1341917-620-3717

Bill@DaddiBrand.com 

Kantar Media Launches Audience Advisor 

 Advanced TV audience measurement service provides high-quality return path data

projecting to a large national footprint, integrated with purchase behavior for key sectors  

New York, NY, October 7 -- Kantar Media is launching an advanced televisionaudience measurement service that provides precise second-by-second dataprojectable to a national footprint of nearly 100 million households representingsubscribers across Multichannel Program Distributors (MVPDs).

The syndicated service, Kantar Media Audience Advisor, utilizes second- by-secondReturn Path Data (RPD) from more than 1 million multiple provider households toprovide deep insights into consumer viewing behavior, including program engagementand commercial ratings.

Kantar Media, the acknowledged pioneer and global leader in the development of RPDservices, brings the necessary quality and research expertise that is standard incurrency measurement to Audience Advisor through ongoing data acuity initiativesconducted in the company’s exclusive RPD Lab facility.

 Accessed through a world class media audience evaluation application, Audience Advisor enables deep, robust analyses into the tuning behaviors of consumers toleading networks and agencies.

By integrating purchase behavior and demographic data from Kantar Media’s third party

partners, including Experian Marketing Services, J.D. Power and Kantar Shopcom,among others, Audience Advisor also enables advanced audience segmentationstudies based on household-level attributes, demographics and purchase behavior.

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“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,” saysGeorge Shababb, president of Kantar Media Audiences. “The complexity of themarketplace has increased the need for broader, more comprehensive insights but onlyif they are based on quality data. 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 alongwith a high level of data acuity and powerful analytics.”

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,” says Rino Scanzoni, Chief 

Investment Officer for GroupM, the world’s largest media investment company. “Its

combination of second-by-second viewing behavior and robust purchasing data offers

the kind of consumer understanding we need to help us make our clients’ advertising

campaigns as effective as possible.” "We've been using Kantar Media's Return Path

data for 2 years and are very excited about the expanded sample and ongoing insights

it will provide Saatchi & Saatchi," added Gwen Conley, Senior Media Director at Saatchi

& Saatchi.

 About Kantar Media

Kantar Media provides critical information that helps our clients make better decisions aboutcommunications. We enable the world’s leading brands, publishers, agencies and industry bodies to

navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paidmedia opportunities; counsel on brand reputation, corporate management and consumer engagementthrough owned media; and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights,marketing and advertising effectiveness to social media monitoring. Our experts currently work with22,000 companies tracking over 4 million brands in 50 countries.

For further information, please visit us at www.kantarmedia.com 

Follow us on:www.twitter.com/kantar_media www.facebook.com/KantarMediaGlobal 

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