The Israel Audience Research Board (IARB) has appointed Kantar to operate Israel’s TV trading currency for the next seven years, with the option of an extension until 2030.
The existing TV audience measurement service will also be expanded to provide extended TV audience measurement from next year.
The new service is based on a representative panel of 700 households fitted with Kantar’s latest metering technology – the Focal Meter – which, in addition to the current Peoplemeter, will capture viewing of TV / video content that is streamed or accessed over the internet via tablets, smartphones, PC’s and other connected devices.
The Extended TV service, leveraging Kantar’s data science capabilities, will provide the Israeli Media Industry with a comprehensive and de-duplicated picture of the consumption of TV and video content across all platforms and devices.
The panel data will be presented in Instar (Kantar’s user analysis software) and will provide the Israeli Media industry with a full picture of the JIC members’ accumulated TV and online viewing.
Commenting on the announcement, Eitan Kassif, CEO of Kantar, Media Division, Israel, said: “It is testament to Kantar’s state of the art TV and video audience measurement technology that the IARB have once again entrusted us with delivering the trading currency for the Israeli market for the next seven years”.
Rony Aran, CEO IARB, added: “We are delighted to continue to work with Kantar as part of our ongoing mission to provide our stakeholders with a high-quality currency that responds to changing viewing habits and the evolving needs of the market”.
The IARB includes the following broadcasters: Keshet, Reshet, Channel 9, Channel 24, the Advertising Agencies Association and the Marketing Association (as an observer).