Admira already calls on return path data from a number of cable and satellite set-top boxes but the DirecTView deal brings second-by-second viewing information from another 100,000 households in to the fold, and because DirecTView is an opt-in panel, members also share demographic data.

Media buyers can use Admira to place content in programming slots that meet their target audience criteria. They can then track a campaign’s performance through a web-based management and reporting tool that delivers reports on reach, frequency and effectiveness of ads.

Kantar Media says the Microsoft deal is the first for its new Data Partner Programme – an initiative to integrate DirecTView information with datasets inside and outside Kantar.

• John Bremer, chief research officer of Kantar Media company Compete, recently spoke to Research about the potential of fusing different data sources – from media usage data, to purchase behaviour and attitudinal data – for greater consumer understanding. Click here for the interview.