RBKD: This was originally published on 02/06/2015.
By Noreen Ismail
The Media Development Authority of Singapore (MDA) is looking to create a single unified audience measurement currency for TV. This includes the audiences garnered for TV across desktop, smartphone and tablets to access TV.
It has appointed GfK for three years, with a two-year renewal option to run the project. This followed an open tender for a research firm to do this. Singapore will get an integrated measurement system that will include the complete audience for traditional television, as well as those using computers, smartphones and tablets to access TV and video content, said the MDA. First reports are expected to be out by 2016.
The government body said that while TV ratings systems in Singapore had focused mainly on FTA channels, it was seeking to create a unified system for a more robust analysis of TV audience measurements.
GfK will set up a system for the integrated analysis of the complete audience for TV in Singapore called the Singapore Television Audience Measurement (SG-TAM). This will include traditional linear television, as well as time-delayed television and TV video streaming on computers and mobile devices.
The service will be based on a single-source panel of more than 1,000 households. The service provided to the MDA will form a single source of currency for the media industry.
Broadcasters, producers and advertisers will now have access to audience consumption data across a full range of media platforms – free-to-air TV, pay-TV channels, over-the-top streaming platforms, online and mobile channels.
Additionally, it will enable programme content to be optimised and advertising campaigns to be strategically planned, supported by GfK’s analytical software.
A MDA spokesperson explained that one of the aims of SG-TAM was to make data accessible to key stakeholders such as broadcasters, platform and content owners, advertisers and content producers, who can use the data for their business decisions.
Data distribution will be managed and licensed to different users based on the different tiers of data and type of data required. Broadcasters will be able to access the data on a subscription basis.
Source: Marketing Interactive