Kantar Millward Brown has partnered with Samba TV in the US to launch a 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 with precision and granularity in TV effectiveness 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 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.

“Our clients have been clamouring 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, 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.”

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