The pros and cons of fusion

Roland Soong
Kantar Media Research


Data fusion products exist historically in Germany, the U.K. and New Zealand and now are in the Americas. There are six countries with commercial fusion products already available or due early this year (Table 1).

Profusion arguments

Application #1 target group ratings

Starting point:

  1. The TGI study defines target group, for example persons diagnosed with depression in the last 12 months).

  2. TGI study provides product usage and magazine data for target group.