Movistar+ and Kantar Media announce 4 million RPD service to deliver granular insight into subscriber viewing
Service will use data collection from Movistar+ subscriber base and Kantar Media’s world-leading return path audience measurement technology
Movistar+, a major Spanish telecoms operator owned by Telefónica S.A, has signed an agreement with Kantar Media to design, deploy and manage a proprietary audience measurement service.
The service will use Kantar Media’s return path data (RPD) audience measurement technology to collect data from its 4 million subscribers through return path from Movistar+ set top boxes and other connected devices. The agreement includes linear viewing, timeshift and video on demand (VOD) services. In addition Movistar+ will have access to Kantar Media’s best-in-class analysis software, Instar Analytics.
Richard Asquith, Global CEO of Audience Intelligence at Kantar Media commented “We are delighted to be partnering with Movistar+ to build and manage this new service. Today’s announcement further cements our leading position in return path data, with more than 20 services launched across the world over the last decade.
Felipe de Lucas, Advertising Commercial Director at Movistar+ commented "With this project, Movistar+ wants to contribute to the advertising industry’s adaptation to new media consumption habits from consumers We trust this new tool will help advertisers and media agencies boost multiplatform communication. For this goal, Kantar Media is the best partner”.
The Movistar+ RPD service will complement the existing audience measurement and metrics already provided to the Spanish market. Kantar Media delivers the official TV ratings currency, in place for more than 20 years in addition to media monitoring and evaluation services, the official TGI survey and Kantar Twitter TV Ratings
Kantar Media delivers TV measurement services in over 55 markets worldwide. The company has designed and operated audience measurement through return path technology since 2005 for clients in Spain, Germany, UK, USA, Australia, India, New Zealand, Malaysia, Singapore, Hong Kong, South Africa, Nigeria, Angola and Kenya.
Movistar+ is the leading provider of audiovisual entertainment in Spain. A Telefonica company, it offers viewers the very best premium content in Sports, Movies, Series and Entertainment. It has also recently added the new channel # 0, which delivers quality television to more than 3.7 million subscriber households and is the best way to explore the wide range of content offered by Movistar +. Movistar + continues to add top quality channels and to expand its broad catalogue of content – all available on demand, allowing customers to enjoy TV on all devices, wherever and whenever they want. Movistar+ is at the forefront of technology with 3D broadcasts, 4K and VR.
About Kantar Media
Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value.