Kantar Millward Brown, Samba TV Partner

Kantar Millward Brown said today it has partnered with Samba TV in the U.S. to launch what it calls “the largest and most precise single-source measurement solution for television advertising effectiveness.” The partnership combines Samba’s TV dataset with Kantar Millward Brown’s Ignite Network, a 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.

The integration of Kantar Millward Brown and Samba TV data assets, the companies say, makes it possible to track exposure data at a TV set level and links it with claimed exposure at the individual level, creating a unique and much more rigorous standard for measurement of TV ad exposure than previously available.

Brand Lift Insights for TV, powered by Samba TV, helps advertisers answer key questions such as:

• Which elements of the TV ad campaign are most successful?
• How does the campaign benchmark against the industry?
• How can optimizations be made in market to improve campaign effectiveness?

In addition, the companies said, marketers can fuel media and creative planning decisions with insight into which networks, programs and dayparts are the most successful in accomplishing the brand’s objectives, which creative tactics excelled at capturing audience attention, and which demographic or behavioral audiences were most receptive to the campaign.

“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, Kantar Millward Brown’s chief product and innovation officer, media and digital. “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.”

“Despite the rise of digital and social channels, TV advertising remains the most influential medium in driving brand awareness and influencing purchase decisions. But, thus far, our inability to precisely measure its impact has frustrated marketers and researchers,” said John Livanos, ‎VP of global consumer Insights at Harman International. “The partnership between Kantar Millward Brown and Samba TV addresses the massive need for precise measurement by marrying passive TV exposure data with proven Brand Lift Insights to deliver a more nuanced understanding of the what/how/why of TV ad effectiveness.”