Media and ratings agency Kantar and Malaysian pay TV platform Astro have joined forces to offer a new service that pulls viewing data direct from Astro customer’s settop boxes.
The proprietary Dynamic Television Audience Measurement (DTAM) system will gather data from a 5,000-strong panel of Astro subs. Linear, recorded and on-demand viewing will be recorded and analysed across all of Astro’s channels.
Astro said the new system recognises ‘the industry’s need for accurate and reliable audience measurement’.
Henry Tan, COO Astro said: “Content consumption has moved beyond traditional TV to include recorded and on- demand viewing across multi-screens, whether at home or on the go. DTAM’s large panel size enables us to accurately capture the rich viewing habits of Malaysians.”
He added: “In addition, DTAM can be combined with Kantar consumer research to target specific brand and product users for more effective marketing.”