StarHub and Nielsen have partnered up to offer TV advertisers enhanced profiling options by fusing StarHub SmarTAM, Singapore’s first Television Audience Measurement system using Return Path Data (RPD) technology with the product and brands consumption data from Nielsen Consumer and Media View (CMV) in Singapore.
StarHub SmarTAM, the TV audience measurement system uses RPD technology to track both real-time and time-shift viewing of TV content and advertising spots across more than 200 StarHub TV channels while Nielsen Consumer and Media View (CMV), a syndicated study that surveys adults aged 15+ in Singapore on their demographics, media, product, and brand consumption habits.
Advertisers are able to profile by demographics and behavior insights; they can also target audiences based on the consumption of products and brands. This enhancement strengthens StarHub SmartTAM’s ability to help advertisers gain deeper audience insights, and thus make better informed decisions to schedule their TV advertising campaigns more effectively. This move is welcomed by the media agencies.
“Since SmarTAM was launched in September 2015, we have been working with the media industry on our next innovation. StarHub recognises the industry’s need for accurate and comprehensive TV audience measurement that is representative of our pay TV households and individuals and provides deeper insights at brands & product category levels all in one system. The in-depth audience analysis sets us apart and raises our measurement offerings to advertisers in the TV advertising space,” said Germaine Ng Ferguson, general manager of Integrated Solutions & Analysis, StarHub.
“We are focused on innovation and are constantly looking at “what’s next” to enhance our analytical offerings to our clients and partners to grow their business,” Annette Kunst, managing director, Media, Nielsen Singapore said. “StarHub is one of our most valued partners. We are invested to provide a holistic audience measurement solution to enable their advertisers with an integrated and more complete understanding of today’s complex consumers.”