Great Britain TGI provides data on consumer behaviours, attitudes and media consumption, and is used to aid creative planning and media buying.

The agreement between GroupM and Kantar will extend GroupM’s existing contract to use Great Britain TGI over the long term.

Louise Ainsworth, managing director, Europe Middle East and Africa at Kantar’s media division, said: “Now more than ever, media brands, media buyers and advertisers must stay close to how consumer habits are changing if they are going to reach them effectively. 

“Targeted, consented data must play a vital role in successful strategies going forward.”

Stuart Hall, managing partner, product, at GroupM UK, said: “That our clients have complete faith in our ability to find, engage and target their audiences in the most effective possible way is our number one priority.”