NEW MEASUREMENT FOR TV AD EFFECTIVENESS

The joint initiative matches Kantar Millward Brown’s Ignite Network panel — comprised of 8 million PC and 3 million mobile users — with Samba TV’s 13.5 million smart TV and connected device households to create a single-source TV exposure dataset. Linking passive exposure data with claimed exposure (opportunity-to-see) at the individual level creates a new standard for TV advertising effectiveness measurement.