Astro and Kantar media launch new audience measurement system in Malaysia
Kantar Media has partnered with Astro to offer advertisers and media buyers in Malaysia more granular insight into the viewing habits of Malaysian pay-TV homes. The proprietary system, Dynamic Television Audience Measurement (DTAM), uses Return Path Data (RPD) technology to capture and collate viewing data directly from Astro set top boxes. DTAM’s targeted panel size of 5,000 is able to accurately represent viewing behaviour of not only linear channels but also of HD channels, recorded and on demand viewing. DTAM will also be able to track viewership of advertising spots across all Astro channels.
TV content consumption in Malaysia has and will continue to evolve rapidly. Malaysians are watching multi-genre content in various languages. Viewing activities are no longer confined to linear channels and have expanded to on demand and playback. Content consumption has also moved beyond TV across multi-screen devices.
Astro recognises the industry’s need for accurate and reliable audience measurement that is representative of Malaysian households and individuals. To this end, Astro has partnered Kantar Media to deploy DTAM to accurately and effectively capture and collate viewing data from Astro’s 4.5 million households across Peninsular and East Malaysia.
Henry Tan, COO Astro said, “The viewing of content worldwide and in Malaysia has changed dramatically. Content consumption has moved beyond traditional TV to include recorded and on-demand viewing across multi-screens, whether at home or on the go. DTAM’s large panel size enables us to accurately capture the rich viewing habits of Malaysians. In addition, DTAM can be combined with Kantar consumer research to target specific brand and product users for more effective marketing.”
Nick Burfitt, Global Director at Kantar Media, said, “The rich and meaningful information from return path services enhances the efficiency and effectiveness of advertising campaigns in markets across the world. Using our experience in creating and managing similar services with TV operators around the world, we will ensure the Malaysian industry benefits from having DTAM as the reference for evaluating media buying and planning.”
DTAM comprises two viewer panels. The first panel consists of 70,000 IPTV/connected boxes - representing viewing habits of urban, affluent consumers, and the second, a recruited panel that comprises 5,000 homes - will be representative of all Malaysian Television households. It will combine viewing information with data on brand and product purchases into a single source tool for accurate targeting and ROI measurement. The recruited panel is made available to advertisers, media agencies and media companies so that they can access accurate, robust viewership data that is reflective of Malaysia’s diverse consumers.
Kantar Media return path data services have been in operation for over a decade in countries such as Australia, Canada, Germany, Hong Kong, India, New Zealand, Singapore, South Africa, Spain, USA and UK.