New York: Kantar Media, which provides Internet, TV and radio audience measurement in 59 countries worldwide, and Charter Communications, Inc. (NASDAQ:CHTR), a leading broadband communications company and the fourth-largest cable operator in the United States, today announced the expansion of initiatives to integrate aggregated, anonymous audience viewing data with demographic and product interest data to markets beyond Los Angeles, CA.
Kantar Media’s TV measurement service matches Return Path Data (RPD) from Charter set-top boxes with external data sets reflecting anonymous demographic and purchase preferences. New markets for data integration include suburban Boston, Hartford, Birmingham, Stockton/Sacramento and the Fort Worth DMAs. This new data integration effort provides advertisers with better insight into how audience viewing behavior correlates with shopping or purchasing patterns.
“Kantar Media’s 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,” said Bud Breheney, Chief Commercial Officer for Kantar Media Audiences North America. “Because of the success of that program, the time was right to expand data integration to other markets.”
“The expansion of markets and addition of viewer interest data will provide our advertisers with even more insight into the audiences their campaigns are reaching,” said Jim Heneghan, President of Charter Media. “This in turn, enables a clearer picture of the efficacy of their media placement.”
To protect customer privacy and confidentiality and ensure that personal information or the identity of any individual Charter customer is not discernible, Charter provides only aggregated anonymous data to third-party partners, including Kantar Media.