Kantar Rolls Out Audience Data Service

Kantar Media is launching Audience Advisor, which will use Return Path Data (RPD) from more than 1 million multichannel television subscribers to give second-by-second data on audiences, projectable to a national footprint of nearly 100 million households.

The service, which the firm says builds on ‘ongoing data acuity initiatives’ being conducted in its exclusive RPD Lab facility, promises ‘deep, robust analyses into the tuning behaviors of consumers’, including program engagement and commercial ratings. It will also allow audience segmentation based on household-level attributes, demographics and purchase behavior, by integrating with purchase behavior and demographic data from third party partners including Experian Marketing Services, J.D. Power and Kantar Shopcom read more http://www.mrweb.com/drno/news17991.htm