NEWS18 February 2020

Kantar gets Colombia audience measurement contract

Latin America Media New business News

COLUMBIA – Data, insights and consulting firm, Kantar, has agreed with the Ministry of Information Technology and Communications of Colombia (Mintic) to measure digital audiences of eight regional TV channels.

Bogota Columbia_crop

The stations covered are: Señal Colombia, Canal Trece, Canal Capital, Teleantioquia, Telecafé, Telecaribe, Telepacífico and Canal TRO.

Under the new service these regional channels can access granular data on the digital audiences of their channels – across multiple screens – and develop cross-media advertising strategies.

The service will provide total viewership metrics across TV and digital content.

Carolina Ibargüen, managing director of Kantar IBOPE Media Colombia, said: “This collaborative project between the TV channels, Mintic and Kantar IBOPE Media will help the industry to better understand the changing viewing habits of Colombian consumers. It is an important step for the industry which is investing in premium video content and seeking to measure audiences across all platforms and services.”