Kantar Gets Colombian TV Audience Measurement Contract

The Ministry of Information Technology and Communications of Colombia (MINTIC) has commissioned Kantar subsidiary Kantar IBOPE to measure digital audiences of eight regional TV channels, with initial data to be reported during the first half of 2020.

The new service will allow these channels - Señal Colombia, Canal Trece, Canal Capital, Teleantioquia, Telecafé, Telecaribe, Telepacifico and Canal TRO - to access data relating to the digital audiences of their channels, across multiple screens; and help them develop cross-media ad strategies. It will provide total viewing metrics across TV and digital content; and through a process of programme labelling, Kantar says that channels will be able to determine the incremental reach of their programming across digital platforms.

Carolina Ibargüen, MD of Kantar IBOPE Media Colombia, says that this project between the TV channels, MINTIC and Kantar IBOPE Media will help the industry to better understand the changing viewing habits of Colombian consumers. Ivan Antonio Mantilla Gaviria (pictured), Vice Minister for Connectivity and Digitalization for MINTIC, adds: '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'.

Web sites: www.mintic.gov.co and www.kantaribopemedia.com .