Astro has partnered with Kantar Media to deploy Dynamic Television Audience Measurement (DTAM) to accurately capture and collate viewing data from Astro’s 4.5 million households across Peninsular and East Malaysia.
The partnership aims to offer advertisers and media buyers in Malaysia deeper insight into the viewing habits of Malaysian pay-TV homes. The proprietary system, DTAM, uses Return Path Data (RPD) technology to capture and collate viewing data directly from Astro set top boxes.
DTAM accurately represents viewing behaviour of not only linear channels but also of HD channels, recorded and on demand viewing.
DTAM will also be able to track viewership of advertising spots across DTAM comprises two viewer panels.
The first panel consists of 70,000 IPTV/connected boxes - representing viewing habits of urban, affluent consumers, and the second, a recruited panel that comprises 5,000 homes - will be representative of all Malaysian Television households.
It will combine viewing information with data on brand and product purchases into a single source tool for accurate targeting and ROI measurement.
Unlike pre-existing TAM tools, which only measure linear viewing, DTAM is able to tackle the challenges of measuring fragmented of content-viewing across channels. Capturing data directly from the consumer's digital set-top boxes, DTAM will be able to measure more accurately despite the non-linear, often fragmented nature of TV consumption.
Nick Burfitt (pictured left), global director at Kantar Media, shared with Marketing that the partnership with Astro is not exclusive, "With the rollout of this service, we provide the industry with a more robust and stable set of data capturing pay TV audiences' consumption."
The recruited panel is made available to advertisers, media agencies and media companies so that they can access viewership data that is reflective of Malaysia’s diverse consumers.
Kantar Media return path data services have been in operation for over a decade in markets such as Australia, Canada, Germany, Hong Kong, India, New Zealand, Singapore, South Africa, Spain, USA and the UK.
Henry Tan (pictured right), COO Astro said, “DTAM’s large panel size enables us to accurately capture the rich viewing habits of Malaysians. In addition, DTAM can be combined with Kantar consumer research to target specific brand and product users for more effective marketing.”
Burfitt said, “The rich and meaningful information from return path data enhances the efficiency and effectiveness of advertising campaigns.
“Using our experience in creating and managing t similar audience measurement services with TV operators in various countries, we will ensure the Malaysian industry will benefit from having DTAM as the new currency for evaluating media buys and strategy.”