NEWS13 July 2011

Kantar and Charter expand data integration programme

North America Technology

US— Kantar Media and cable TV provider Charter Communications have expanded their viewing data partnership beyond Los Angeles into Boston, Hartford, Birmingham, Stockton/Sacramento and Fort Worth.

Charter provides anonymised return path data from the set-top boxes in subscriber homes which Kantar then merges with external data sets to overlay demographic and purchase information.

Bud Breheny, chief commercial officer for Kantar Media Audiences North America, said: “Our work with Charter in Los Angeles has offered our clients unique insight into consumers in that market, benefiting both the media buying and selling process. Because of the success of that programme, the time was right to expand data integration to other markets.”