Astro & Kantar Media to Offer New TV Audience Measurement Service

KUALA LUMPUR: Astro has tapped Kantar Media to deploy and manage a proprietary audience measurement service with data collected from its subscribers' set-top boxes using Return Path Data (RPD) technology.

The service, known as DynamicTAM (DTAM), will measure viewership of not only linear SD and HD channels, but will also aggregate viewership from services such as time-shifted viewing, VOD and Interactive Television (iTV). DTAM will also report viewership of advertising spots across all Astro and free-to-air TV channels.

Henry Tan, COO of Astro, said, “We are pleased to be partnering Kantar Media to offer significant improvements to TV viewing measurements. The DTAM system will deliver robust and accurate insights into customer behavior 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, maximize results from their advertising investments.”

Nick Burfitt, the global director for Return Path Data services at Kantar Media Audiences, commented, “We are delighted to be partnering with Astro to develop and deploy this ground-breaking audience measurement service, the first of its kind in Malaysia. Our experience in working with pay-TV operators worldwide over the last decade to deploy RPD services will ensure that Astro will gain real insights into the viewing habits of their subscribers.”