Kantar, Atresmedia expand deal to research Spanish viewing habits

DetailsJuan Fernandez Gonzalez | 14 April 2015

Atresmedia Publicidad, the advertising division of the Spanish media group, and Kantar Worldpanel have extended their agreement to analyse efficiency and the impact of TV adverts on audience behaviour, specifically looking at multiscreen and video-on-demand (VOD) platforms.

The companies will carry out research projects based on information about consumption and media from Kantar Worldpanel, including audience figures from Kantar Media. The reports will come in the wake of the Estudio Global de Eficacia en Ventas de la Publicidad en TV research published in 2013, and other analyses carried out last year.

Atresmedia aims to improve advert planning for its customers, identifying the true targets of the products. In addition, there will be a specific focus on the digital audience, online video and VOD habits.

Using direct and ongoing information garnered from 12,000 Spanish homes, Kantar is to analyse audience and shopping figures to report how much advertisements influence a family's habits.

"By analysing the previous behaviour of the consumer, its exposure to advertising, and how habits change afterwards, we can quantify the value of each element and each brand," explained Eva Linares, media director at Kantar Worldpanel.