The Media Development Authority of Singapore (MDA) has commissioned GfK, an international market research company, to provide a total audio-visual audience measurement currency for Singapore. For the first time, 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. The contract will run for three years, with a two-year renewal option. First reports will be available in 2016.

GfK will set up a system for the integrated analysis of the complete audience for TV in Singapore. It 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 reliable currency for the whole media industry. Additionally, it will enable programme content to be optimised and advertising campaigns to be strategically planned, supported by GfK’s analytical software.

Kenneth Tan, MDA’s Assistant CEO (Assessment & Corporate), said, “Media consumption habits are rapidly evolving. We are the first national public agency in the world to take the lead in commissioning a multi-platform audience measurement system to provide an independent and representative currency as a public good. Our required tender specifications were developed from extensive consultation with industry stakeholders. We are very pleased that GfK’s approach reflects a holistic understanding of our challenging brief, coupled with internationally-proven ability to deliver operationally. When ready, its data will enable business and policymaking decisions for media content in Singapore to be made using new insights into the modern-day reality of viewership behavior across many channels.”

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