Case Study: Movistar achieves richer audience insights and improved ad revenue decisions with Kantar

With connected intelligence about audiences, Movistar can now make more informed decisions and reach ad revenue goals

Movistar sought to develop a more granular understanding of its Pay TV subscribers' TV and video consumption habits to enrich existing industry data. Their main challenge was to get an accurate picture of total viewing behavior, including non-live and time-shifted viewing across all channels. To address this, they partnered with Kantar.

Kantar implemented a data framework to fuse Movistar’s first-party data with TV panel data, providing unique insights into time-shifted and on-demand viewing. This solution gave Movistar a deeper understanding of its audience, enabling more informed content and programming decisions. Kantar's work allowed Movistar to evidence the effectiveness of its portfolio in engaging target audiences, ultimately supporting the delivery of its advertising revenue goals.

Movistar