Astro teams with Kantar for TV audience data
| 09 October 2014
Malaysian satellite television operator Astro has contracted Kantar Media to design, deploy and manage a proprietary audience measurement service.
The collaboration will allow Astro to collect data from its subscribers' set-top boxes to analyse the viewing of its standard definition, high definition, time-shifted, video-on-demand and interactive TV services.
"We are pleased to be partnering with Kantar Media to offer significant improvements to TV viewing measurements," commented Henry Tan, chief operating officer, Astro.
"The DTAM system will deliver robust and accurate insights into customer behaviour that will help us plan and develop our content more effectively. Advertisers and clients will also benefit from the data-rich service, which will help them develop effective, targeted campaigns to the right Malaysian households, and as such, maximise results from their advertising investments."
The new service will utilise two sources. Firstly, data sourced from 80,000 IPTV/set-top boxes in Malaysian homes to measure the viewing habits of urban, affluent consumers. Secondly, a recruited panel of 4,000 homes will represent viewers from the Astro satellite TV subscriber base and will include homes sourced from Kantar Worldpanel's existing Malaysian household FMCG panel.
Kantar already operates a number of Asian TV audience measurement (TAM) systems – in Singapore, the Philippines, China, Vietnam and Hong Kong – and has recently secured services in Mongolia, Cambodia, Sri Lanka and Bangladesh. It is also to launch social TV measurement tools in Southeast Asia in collaboration with Twitter.