Kantar's New Cross-Screen Measurement Links Ad Exposure to Consumer Behavior

• Kantar's Worldpanel division launched a new cross-screen measurement initiative to track consumer behavior after ad exposure across TV, OTT, and digital video.
• The initiative moves beyond traditional 'reach' metrics to understand what reach actually leads to, connecting ad views to actions like online searches, website visits, and cart additions.
• The 'deterministic' single-source attribution panel tracks ad exposure and behavioral signals within the same household, offering precise insights.
• Early findings challenge assumptions, showing linear TV influences consumer behavior more directly and OTT strengthens intent, especially when combined.
• This new framework aims to end media silos, helping marketers justify ad spend by linking advertising inputs directly to measurable behavioral outputs.