Kantar, Atresmedia analyse viewer behaviour
Juan Fernandez Gonzalez | 11 July 2014
Atresmedia and Kantar World Panel are to analyse viewer behaviour in order to get to find out which products really interest them.

Through a new deal, both companies will deliver more detailed audience figures to brands and advertisers so they can better plan their marketing strategies.

Kantar World Panel is to combine and analyse two of its former databases: one looking at home consumption, reporting on families' behaviour, and another comprising audience reports about Spain´s free-to-air TV (FTA). The final figures aim to reveal new data about viewers' needs and behaviour regarding the cosmetics market, meaning, for instance, it would be possible to know the figures (share, rating, affinity) regarding viewer reactions to a specific shampoo brand.

For Atresmedia, the deal with Kantar is a step forward in advertising efficiency. The Spanish media group has also supported other initiatives such as Modelo Econométrico de Frecuencia Efectiva (MEFE TV), a global report about sales efficiency, and second-screen research carried out together with TNS.