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Kantar launches television audience measurement service
Kantar Media has launched a TV audience measurement service to provide information on viewing behaviour, including programme engagement and commercial ratings.
Audience Adviser uses return-path data (RPD) collected from set-top boxes to provide second-by-second data, projectable to a national footprint of nearly 100 million US households.
The service will also integrate purchase behaviour and demographic data from Kantar Media’s third-party partners, including Experian Marketing Services, JD Power and Kantar Shopcom, facilitating audience segmentation studies based on household-level attributes, demographics and purchase behaviour.