LADbible, JOE Media and LiveScore sign up to Kantar TGI data

The trio of publishers will use the UK data to show evidence of consumers’ media habits, to support their offering to advertisers, as well as using the data to outline attitudes and behaviour to help stronger profiling and segmentation of users.

Selling to agencies and brand teams, the trio of publishers will use Kantar data to show affinities between their readers and brands’ customers, alongside insight into how consumers interact and engage with online content.

Kantar’s TGI consumer data, which is used by hundreds of media agencies in the UK, uses a sample of over 24,000 adults in Great Britain, providing insight into consumer behaviours, product use and media consumption.

Sarah Sanderson (pictured), managing director of TGI at Kantar, said: “The media buying space is experiencing intense competition, as brands look for new ways to reach audiences and budgets come under pressure from high inflation. In response, publishers are working hard to prove the value they can bring, establish their competitive edge and win advertisers’ pounds. 

“Having the right data at your fingertips is vital, enabling platforms to make their case to agency and in-house teams and in turn helping these clients to justify their spending decisions to stakeholders.  

“Securing these prominent digital media publishers as new clients is testament to the enduring and unique power of TGI to meet evolving insight priorities.”

Emily Driscoll, research and insights lead at LADbible Group, said: “TGI has a fantastic wealth of information on how consumers’ media habits and wider behaviours are evolving as economic and social forces reshape their priorities.  

“Providing our media-buying clients with this accurate, up-to-date insight into how their customers are engaging with online content is vital to support our relationships with them and ultimately to grow our business.”

Ric Leask, marketing director at LiveScore, said: “In an increasingly competitive market, understanding how your audience operates is becoming even more important. LiveScore has a highly engaged audience and a proud history of using data-driven insights to charge business performance. 

“That’s why we’re excited to partner with Kantar TGI and use its consumer expertise to further enrich our advertising offer to both existing and prospective clients.”