Hunting and fishing television network using data integrated with HH attributes from Experian to measure audience and better monetize content
New York, NY, November 10 -- The Pursuit Channel, America’s most widely distributed hunting and fishing television network, is using Kantar Media’s DIRECTView™ Service to provide audience measurement and gain insights into their key demographic target.
Pursuit Channel, the only outdoors network active and endemic to every U.S. satellite household, chose the accuracy of DIRECTView as the keystone for reporting on the activities of its market-leading 38.5 million household U.E. audience. This is being augmented through integration with household attribute data from Experian to provide insights into Pursuit’s target demographic of men aged 25 to 54. The integration of Experian data with RPD is a core feature available through Kantar Media’s DIRECTView service.
DIRECTView, one of the largest national audience services of its kind in the United States, utilizes Return Path Data (RPD) from set-top boxes to anonymously measure the entire spectrum of live and time-shifted (DVR) audience viewing behaviors.
“Kantar Media is glad to partner with Pursuit Channel for a multi-year deal to explore audience insights using our syndicated DIRECTView return path data service,” says Bud Breheney, Chief Commercial Officer, Kantar Media Audiences North America. “The Pursuit team impressed us with their dedication to research and understanding what programming works best for their audience. This is evidenced in the solid growth of unique households tuning to Pursuit beginning late Summer/Fall 2011, making it the outdoor network with the largest reach across all dayparts in DIRECTV’s national footprint.“
“The initial measurement of our audience confirmed what we longed believed,” says Rusty Faulk, CEO of Pursuit Channel. “That no outdoors network reaches more satellite viewers than Pursuit Channel. It is that ability to quantify our audience that was not possible prior to DIRECTView and that is essential for networks such as ours that previously were not measured. It is essential verification for our advertisers and enables us to better monetize our programming.”
About Kantar Media
Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media provides clients with a broad range of insights from audience research, competitive intelligence, vital consumer behavior and digital insights, to marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries. www.KantarMediaNA.com
About Pursuit
Pursuit Channel is the most widely distributed hunting and fishing network featuring many of the industry's top names. It is the only outdoor network delivered in 38.5 million homes and is mainly distributed via satellite provider DIRECTV's and Dish Networks basic package. It is owned and operated by people who understand the vibrant outdoor industry. Founder and CEO Rusty Faulk has produced Rusty Faulk Outdoors for over 20 years. To learn more about the Pursuit Channel's way of life and its programming, visit www.pursuitchannel.com.