The TV, Internet and radio audience measurement service Kantar Media announced that it is launching a media planning tool that creates television audience profiles based on shopping behaviors.
The new tool, RapidView, will provide marketers with measurement of details including brand loyalty product category use. The information is obtained by integrating data from cable set-top boxes with purchase behavior data.
“The application’s first module will focus on the retail marketplace and integrate household TV viewing behavior data from Kantar Media Audience’s DirectView service with purchase behavior data from Kantar Shopcom,” the company said in a statement. “The application enables media buyers and sellers to take audience analysis beyond demographics and target relevant consumers, that is, identify custom audiences that actually buy a specific brand or product category.”