Astro, Malaysia’s integrated consumer media group that provides pay-TV and radio services, has signed an agreement with Kantar Media to design, deploy and manage a proprietary audience measurement service.
This service is the first of its kind in Malaysia. Astro will use Kantar Media’s return path data (RPD) research techniques to collect data from its subscribers’ set top boxes, measure and then provide analysis of standard definition, high definition, time-shifted, video-on-demand and interactive television viewing. In addition Astro will gather detailed information on advertising spots across the entire TV operators’ subscriber viewing base.
“We are pleased to be partnering with Kantar Media to offer significant improvements to TV viewing measurements,” commented Henry Tan, Chief Operating Officer at 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.”