Kantar Media replaces the target Housewives by Responsible of Home’s Purchase

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The leader company in the audience measurement market in Spain, Kantar Media, has started using the new RCH (Responsible of Home’s Purchase) since April 1rst in all its reports and tools to refer to the group of individuals who manage money in the home and therefore decide and/or make the purchase. The initiative promotes the removal of the obsolete and stereotyped target ‘Housewives’ and replaces it with a name adapted to the social, labor and family reality of our country.