By merging the two sets of data to create Target Group Ratings (TGR) the partners say it will bet possible to analyse TV audiences by brand and product use, media habits and attitudes.

Eimear Faughnan, associate director at Kantar Media TGI, said: “There have never been more TV choices for the viewer, making accurate targeting all the more important for advertisers in order to reduce wastage. TGRs address this by giving users the ability to uncover new efficiencies for TV.”