Kantar Media announces extended Television Audience Measurement contract with Mediacorp
Kantar Media, the leading provider of media research and insights, today announced that MediaCorp has extended its television audience measurement contract to include VirtualMeter technology. The new five year contract will enable MediaCorp to view consolidated television audience data across multiple platforms including linear TV and IPTV. A survey panel will report data on viewing habits, including timeshifted viewing, using enhanced People Meters and new VirtualMeter technology that measures online television viewing habits on XinMSN, Singapore’s catch up TV service.
Kantar Media’s VirtualMeter technology aims to provide broadcasters and media buying agencies with realtime data on online television viewing habits. Working alongside People Meters, it will be possible to gain a holistic view of TV viewing habits regardless of the time and place of access.
"Broadcasters and advertisers don’t want separate metrics for TV audiences according to the device they are viewing from." said Philip Jones, Regional Director, Kantar Media Audiences South East Asia and Pacific. "VirtualMeter technology works in tandem with People Meters to synchronise data about the television audience from multiple devices. It will help advertisers to plan TV campaigns across multiple viewing devices. Singapore’s MediaCorp is leading the way with its adoption of a solution to the challenge of monitoring viewing habits across multiple technologies and devices."
Mr. Chang Long Jong, Deputy CEO of MediaCorp said: "In Singapore’s rapidly changing media landscape, television continues to be the most powerful and effective medium to reach out to consumers. TV viewership has registered a 4.3% growth compared to the previous year. With the introduction of new measurement tools tracking non-linear TV viewing (ranging from time-shift, PC/internet viewing to viewing out-of home and handheld mobile devices), we will be able to provide the total viewership of content viewed across various platforms. This tool will truly reflect the impact of our content across multiple platforms, giving our trade partners never before available insights into integrated TV consumption patterns. We are pleased to announce that MediaCorp is extending a one year fee-waiver scheme for qualifying agencies to access this data. This will enable MediaCorp’s partners to utilize the new technology and system in order to make the appropriate TV advertising recommendations to their clients."
As part of the new contract, MediaCorp will also upgrade to Kantar Media’s 5000 series PeopleMeter technology that enables audio matching and audio encoding to allow identification and measurement of timeshifted television viewing on linear television.
The new measurement services to be provided by Kantar Media will also include a survey to track viewership out of home and via mobile devices such as mobile phones and other non-linear television viewing devices such as iPads, games consoles and LCD screens in public places.
Kantar Media has installed more than 80,000 People Meters attached to television sets in homes around the world.
Richard Marks, Global CEO, Kantar Media Audiences added, “In a multi-platform world understanding and measuring broadcast audience viewing across different viewing media is a huge challenge. Multiple measurement options can lead to disparate metrics that makes planning campaigns difficult. Our aim is to provide holistic viewing data across multiple devices so that broadcasters and advertisers have the most accurate picture of how people are watching television today, wherever they are, whenever they watch and on whatever device.”
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About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide. www.kantarmedia.com
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