Kantar Media, a subsidiary of WPP, has introduced a function which enables users to access consumer insights alongside media monitoring intelligence to offer better understanding of audiences.

With Audience Profile, Kantar clients are able to access insights on the socio-demographics, media profiles, attitudes, and opinions of their target audiences with the insight coming from Kantar’s TGI consumer survey data of 25,000 UK adults. With this, Kantar hopes that marketers will be able to better understand their target audiences and be able to optimise the return on investment of PR and marketing campaigns.

“With this new service our clients can now access audience profile, forward planning, monitoring, evaluation, media content distribution, social media topic identification and a journalist and influencer database, giving them the most comprehensive tools available to increase the reach and efficiency of their campaigns,” said Richard Poustie, UK & Ireland CEO at Kantar Media.

Audience Profile insights can be accessed via a dashboard through Kantar Media’s MP+, it media monitoring platform.