NEWS8 November 2011
US— Kantar Media and GroupM are teaming up for a series of data integration projects, tying return path data (RPD) from TV set-top boxes with other data sets in order to investigate consumer behaviour.
GroupM will start by licensing data on Hispanic programme audiences from Kantar’s DirecTView service, overlaying it with purchase data from Kantar Shopcom, which runs a database containing information from 231 million consumers across 270 CPG, retail, travel, lodging and services categories.
This will enable the WPP firms to understand the correlation between TV viewing and subsequent purchase behaviour.
Lyle Schartz, GroupM’s head of implementation, research and marketplace analysis, said: “All GroupM agencies are keenly interested in improving methods of collecting, measuring and interpreting television viewing data. This new effort offers valuable comprehensive insights on the role media plays in the consumer’s path to purchase that will prove invaluable to our clients.”
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