The firms said that the addition of the Experian data to the Kantar Media DirecTView service would provide “well defined data” into the composition of audiences based upon household attributes such as income levels.

The DirecTView service collects anonymous viewing figures from 100,000 subscribers to DirecTV’s satellite television channels, and the Experian data will be added as a “core feature” to the Kantar tool.

Bud Breheney, chief commercial officer at Kantar Media Audiences North America, said: “DirecTView clients will now be able to understand the composition of audiences whose viewing behaviour they are assessing. With this level of granular insight, both media buyers and sellers will benefit through a greater ability to target messages and define audiences. It is a prime example of how data integration is making television advertising more efficient and effective.”