Google is funding a multi-million pound planning tool that helps brands understand consumer behaviour across TV and online media and most effectively leverage their spend. It is working with research firm Kantar to build the first panel that will measure TV and online media habits from a single source.

Kantar will recruit a 3,000-strong panel, representative of the UK population, by the end of this year, with data and measurement analysis offered to the industry by 2012.

The aim is to provide brands with a planning tool where they can benchmark the reach and footprint of a campaign that would run across TV and online, helping them understand how leveraging spend between TV and the web can impact consumer interaction through a single source, rather than by fusing together two sets of data.

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