Malaysian TV Audience Deal for Kantar Media

Kantar Media is to provide a proprietary audience measurement service for Malaysian Pay TV and radio group Astro. Launched next year, the new service will make use of Kantar Worldpanel's Malaysian household FMCG panel.

The service will use Kantar Media's return path data (RPD) research techniques to collect data from 80,000 Astro subscribers' IPTV systems / set top boxes, providing stats on standard and high definition, time-shifted, video-on-demand and interactive TV viewing. The WPP firm will also use a recruited panel of 4,000 homes sourced from Kantar Worldpanel, allowing it to integrate real-time viewing and purchasing data into a single source targeting and ROI measurement tool.

Kantar Media has established audience measurement services in Singapore, The Philippines, China, Vietnam and Hong Kong and has recently added Mongolia, Cambodia, Sri Lanka and Bangladesh. It is also rolling out 'social TV' measurement tools in Asia through a partnership with Twitter.

Astro COO Henry Tan (pictured) says the new 'DTAM' system will deliver 'robust and accurate insights into customer behaviour' for his firm and benefits for advertisers and clients who can now 'develop effective, targeted campaigns to the right Malaysian households, and as such, maximise results from their advertising investments.'

Nick Burfitt, Global Director at Kantar Media Audiences says his company's 'experience working with Pay TV operators worldwide over the last decade' will ensure its new partner and its clients gain 'real and useful insights into the viewing habits of subscribers.'

Web site: www.kantarmedia.com .