Kantar Media: Brand-Specific Commercial Ratings Solution ProviderMay 15, 2013
By Bill Duggan, Group EVP, ANA
The new ANA white paper, “Brand-Specific Commercial Ratings–Benefits and Solution Providers,” highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of Kantar Media’s offerings.
Kantar Media believes media measurement is evolving. It is going beyond broadcast and established networks, emerging channels, advanced advertising, and TV everywhere. It is also enabling advertisers to track commercial ratings, ad avoidance, promo evaluation, and behavior segmentation.
Kantar Media has pioneered the collection and processing of return path data (RPD), which measures television audience viewing behavior by collecting second-by-second tuning activity from TV set-top boxes. Kantar’s second-by-second tuning data enables companies to evaluate television campaigns across 10 measurable influences: specific program, program genre, channel, daypart, commercial duration, pod, position in pod, product category, time shifting, and frequency. With this data, advertisers can identify the actual audience for their commercials, determine which commercials are most effective and engaging, and monitor whether specific commercials are retaining audiences or experiencing wearout over time.
Kantar Case Study: Viewer Retention for High Definition Commercials
Using return path data, Kantar Media analyzed viewer retention for commercials shown in HD (High Definition) versus SD (Standard Definition). Their analysis found that HD commercials hold audiences better than SD, as measured by the share of viewers that tuned away from the commercials. For example, as seen in the chart below, 30 percent fewer viewers tuned away from auto commercials shown in HD as compared to SD.
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