Kantar, the data, insights and consulting company, has announced an agreement with the Ministry of Information Technology and Communications of Colombia (MINTIC) to measure digital audiences of eight regional TV channels: Señal Colombia, Canal Trece, Canal Capital, Teleantioquia, Telecafé, Telecaribe, Telepacífico and Canal TRO.
The new service will allow these regional channels to access granular data surrounding the digital audiences of their channels – across multiple screens. In turn, this integrated approach will enable those channels to develop cross-media advertising strategies. The service will provide total viewership metrics across TV and digital content. And through a process of programme labelling, channels will be able to determine the incremental reach of their programming across digital platforms.
The service will start to report data during the first half of 2020.
Carolina Ibargüen, Managing Director of Kantar IBOPE Media Colombia, commented: “This collaborative project between the TV channels, MINTIC and Kantar IBOPE Media will help the industry to better understand the changing viewing habits of Colombian consumers. It is an important step for the industry which is investing in premium video content and seeking to measure audiences across all platforms and services.”
Ivan Antonio Mantilla Gaviria, Vice minister for Connectivity and Digitalization for MINTIC, added: “This is a great opportunity for public television in Colombia to reflect the interests of the communities they represent – and with new media consumption trends, this new service from Kantar IBOPE Media will enable the regional channels to better serve those viewers that prefer to access video content online.”