Kantar Millward Brown, Samba TV To Launch TV Measurement Effort

• by Wayne Friedman , 8 hours ago

Media/advertising research company Kantar Millward Brown today has partnered with TV analytics firm Samba TV to kick off what the companies say will be “the largest and most precise single-source measurement solution for television advertising effectiveness.” The effort will give marketers that buy TV the same precision ROI data they get from digital media measurement.

The partnership will link up Kantar Millward Brown’s Ignite panel, which includes 8 million PC users and 3 million mobile users, with Samba TV’s 13.5 million smart TV and connected device households.

The deal will offer marketers exposure data at a TV set level linking it with claimed exposure at the individual level, “creating a unique and much more rigorous standard for measurement of TV ad exposure than previously available.”

It will also look to answer various questions, such as which elements of the TV ad campaign are most successful; how does the campaign benchmark against the industry; and how can optimizations be made in market to improve campaign effectiveness.

The Kantar/Samba deal adds to the list of other new third-party efforts that propose to find new TV measurements/metrics for marketers.