Kantar to Offer MediaCorp 'Holistic' TV Viewing Data

Online media agency MediaCorp has extended its TV audience measurement contract with Kantar Media to include VirtualMeter technology, which will enable it to view consolidated data across multiple platforms including linear TV and IPTV.

Through the five year contract, a survey panel will report data on viewing habits - including timeshifted viewing - using enhanced PeopleMeters and new VirtualMeter technology that measures online TV viewing habits.

Kantar says that through the combination of these two tools, it will be possible to gain a 'holistic' view of TV viewing habits, regardless of the time and place of access.

As part of the new contract, MediaCorp will also upgrade to Kantar Media's 5000 series PeopleMeter technology that enables audio matching and audio encoding to allow identification and measurement of timeshifted TV viewing on linear television.

'Multiple measurement options can lead to disparate metrics that makes planning campaigns difficult,' states Richard Marks, Global CEO of Kantar Media Audiences. 'Our aim is to provide holistic viewing data across multiple devices so that broadcasters and advertisers have the most accurate picture of how people are watching television today, wherever they are, whenever they watch and on whatever device.'

The new measurement services will also include a survey to track viewership out-of-home, and via mobile devices such as mobile phones and other non-linear TV viewing devices such as iPads, games consoles and LCD screens in public places.

Web site: www.kantarmedia.com .