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Program matches aggregated audience viewing with anonymous third party preference data for enhanced advertiser insights
New York, NY, July 12, 2011 -- Kantar Media, which provides Internet, TV and radio audience measurement in 59 countries worldwide, and Charter Communications, Inc. (NASDAQ:CHTR), a leading broadband communications company and the fourth-largest cable operator in the United States, today announced the expansion of initiatives to integrate aggregated, anonymous audience viewing data with demographic and product interest data to markets beyond Los Angeles, CA.
Kantar Media’s TV measurement service matches Return Path Data (RPD) from Charter set-top boxes with external data sets reflecting anonymous demographic and purchase preferences. New markets for data integration include suburban Boston, Hartford, Birmingham, Stockton/Sacramento and the Fort Worth DMAs. This new data integration effort provides advertisers with better insight into how audience viewing behavior correlates with shopping or purchasing patterns.
“Kantar Media’s work with Charter in Los Angeles has offered our clients unique insight into consumers in that market, benefiting both the media buying and selling process,” said Bud Breheney, Chief Commercial Officer for Kantar Media Audiences North America. “Because of the success of that program, the time was right to expand data integration to other markets.”
“The expansion of markets and addition of viewer interest data will provide our advertisers with even more insight into the audiences their campaigns are reaching,” said Jim Heneghan, President of Charter Media. “This in turn, enables a clearer picture of the efficacy of their media placement.”
To protect customer privacy and confidentiality and ensure that personal information or the identity of any individual Charter customer is not discernible, Charter provides only aggregated anonymous data to third-party partners, including Kantar Media.
About Charter
Charter (NASDAQ: CHTR) is a leading broadband communications company and the fourth-largest cable operator in the United States. Charter provides a full range of advanced broadband services, including advanced Charter TV® video entertainment programming, Charter Internet® access, and Charter Phone®. Charter Business® similarly provides scalable, tailored, and cost-effective broadband communications solutions to business organizations, such as business-to-business Internet access, data networking, business telephone, video and music entertainment services, and wireless backhaul. Charter's advertising sales and production services are sold under the Charter Media® brand. More information about Charter can be found at charter.com.
About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide. www.KantarMediaNA.com