KUALA LUMPUR: Astro Malaysia Holding Bhd has appointed Kantar Media, a world leader in television audience measurement (TAM), to deploy and manage a proprietary audience measurement service with data collected from its subscribers’ set top boxes using return path data technology.
With the appointment, Astro Malaysia now has the capability to monitor and track the viewing habits of its subscribers, measuring which most popular channels and services as well as report on viewership of the advertisement spots.
Astro Malaysia said the innovative service, DynamicTAM (DTAM), will measure viewership of not only linear standard definition and high definition channels, but also aggregate viewership from services, such as time-shifted viewing, video-on-demand and interactive television which remain unmeasured today.
DTAM will also report viewership of advertising spots across Astro and all free-to-air TV channels.
Astro Malaysia chief operating officer Henry Tan said the company is honoured to be partnering with Kantar Media to offer significant improvements to TV viewing measurements.
“The DTAM system will deliver robust and accurate insights into customer behaviour, which will help us plan and develop our content more effectively,” he said in a statement.
“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,” Tan added.
Astro Malaysia is confident that the DTAM ratings will not only serve as a robust and reliable system to measure viewership of multi-channel television, but would also become the new and leading system in Malaysia.
With 70 per cent of Malaysians enjoying multi-channel TV viewing, this trend will only continue to grow. DTAM will provide the industry with stable measurement that will reflect the fast-changing viewing habits of Malaysians.
DTAM will provide rich-viewing information that will help businesses make better media advertising decisions as the data will allow advertisers and agencies to precisely target specific consumers and understand their viewing habits.