In US, Kantar Millward Brown and Samba TV Partner

Marc Ryan

Marc Ryan

May 31, 2017 - Kantar Millward Brown today announced that it has partnered with Samba TV in the U.S. to launch the largest and most precise single-source measurement solution for television advertising effectiveness. The partnership combines Samba’s TV dataset, one of the industry’s broadest and most representative, with Kantar Millward Brown’s Ignite Network®, a leading brand marketing analytics platform, to provide marketers the same level of precision and granularity in TV effectiveness measurement that they are accustomed to from digital measurement.

The joint initiative matches Kantar Millward Brown’s Ignite panel, which includes 8 million PC users and 3 million mobile users, with Samba TV’s 13.5 million smart TV and connected device households, to create a single-source verified passive measurement of TV advertising.

“Our clients have been clamoring for verified passive data in linear television ad effectiveness measurement for quite some time. We’re thrilled to partner with Samba to address this need and bring to market a solution that is precise, scalable, and privacy compliant,” said Marc Ryan [pictured], Chief Product & Innovation Officer, Media & Digital at Kantar Millward Brown. “Through partnership with Samba TV, the most comprehensive source of real-time viewership data, we’re bringing clients the high level of insight and accuracy they’ve come to expect from digital ad effectiveness to television measurement.” More...