The survey, which covers consumers’ behaviours, attitudes and media consumption, is used by media agencies, brands and media owners for media planning and selling. It is based on a sample of 24,000 respondents annually.

Kantar said it is making the change for its British survey to support clients who are investing in more frequently updated data.

Mark Inskip, chief executive UK & Ireland of Kantar’s media division, said: “With marketers and advertisers taking stock of the impact of the pandemic on consumer behaviour, increasing the frequency with which we refresh our data allows a greater degree of forensic analysis of fast-changing trends.”

Stuart Hall, managing partner, product, at GroupM, a client of TGI, said switching to monthly updates would offer the agency “extra agility”.