Kantar and @RouteResearch Media Measurement

Russ Curry, Ministry of New Media

Kantar has fused it’s TGI consumer survey data with Route out-of-home media measurement which now means that UK buyers can target the same TGI audiences in OOH that they do with print, TV, radio and online.

Sarah Sanderson, director – insights & TGI, UK & Ireland at Kantar’s Media Division, said: “This new platform allows clients to buy the exact, refined out-of-home audiences that they identify in TGI direct from Route, without any adjustments or translations and knowing that none of the time invested in pinpointing and understanding consumers will go to waste.”

This will allow clients to undertake more refined audience profiling and exploit enhanced advertising targeting opportunities when planning and buying out-of-home campaigns. There are now over 450 data points from TGI consumer data, over and above those already available on Route. The new data variables cover media consumption, lifestyles, attitudes, retail habits and life events.

Kantar’s Great Britain TGI survey is meant to give advertisers a detailed picture of day-to-day consumer behaviours, attitudes, and media consumption to help brands create highly-targeted campaigns.

The fusion data will be available in the Route API.

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