Kantar Media has partnered with Astro to offer advertisers and media buyers in Malaysia more granular insight into the viewing habits of Malaysian pay-TV homes.
The proprietary system, Dynamic Television Audience Measurement (DTAM), uses return path data (RPD) technology to capture and collate viewing data directly from Astro set top boxes.
DTAM’s targeted panel size of 5,000 is able to accurately represent viewing behavior of not only linear channels but also of HD channels, recorded and on-demand viewing. It will also be able to track viewership of advertising spots across all Astro channels.
TV content consumption in Malaysia has and will continue to evolve rapidly. Malaysians are now watching multi-genre content in various languages – and on multiple screens.
“Content consumption has moved beyond traditional TV to include recorded and on-demand viewing across multi-screens, whether at home or on the go,” said Henry Tan, chief operating officer of Astro.
“DTAM’s large panel size enables us to accurately capture the rich viewing habits of Malaysians,” said Tan. “In addition, DTAM can be combined with Kantar consumer research to target specific brand and product users for more effective marketing.”