GfK Wins Singapore Cross-Media Measurement Contract

GfK has won a three-year contract to provide a cross-device audio-visual audience measurement currency for Singapore, awarded by the country's Media Development Authority (MDA).

The firm will measure the audience for traditional television, both real-time and time-delayed; plus the use of computers, smartphones and tablets to access TV and video content. The first reports from the new service, based on a single-source panel of more than 1,000 households, will be available in 2016.

Kenneth Tan, MDA's Assistant CEO (Assessment & Corporate), says the organisation is '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', and continues: 'We are very pleased that GfK's approach reflects a holistic understanding of our challenging brief, coupled with internationally-proven ability to deliver operationally'.

GfK's Commercial Director Media APAC Lee Risk says the system will be 'one of the most modern in the world', using a holistic, integrated analysis made essential for advertisers by the change in consumer lifestyles to using media on a wide variety of devices.

The win was announced at the firm's AGM yesterday, which approved a stable dividend of EUR 0.65 per share. CEO Matthias Hartmann told shareholders the transformation of GfK had been largely completed', although 'change continues'.

At the meeting, Chairman of the Supervisory Board Dr. Arno Mahlert noted the departure from the Board of employee representative Shani Orchard and thanked her for her great engagement and performance over almost five years in the role; and welcomed her replacementMartina Heømanská, Client Service Consultant in the Consumer Panel Services Team of GfK Czech.

The group is online at www.gfk.com .