NEWS8 October 2014

Kantar Media extends TV measurement into Malaysia

Asia Pacific New business News

MALAYSIA — Kantar Media has signed an agreement with Malaysian media group, Astro, to manage its audience measurement service.


The service will use Kantar Media’s return path data (RPD) research techniques to collect data from its subscribers’ set top boxes, measure and then provide analysis of standard definition, high definition, time-shifted, video-on-demand and interactive television viewing.

In addition Astro will gather detailed information on advertising spots across its subscriber viewing base.

The new service will be built on two panels. The first comprises of data sourced from 80,000 IPTV/set top boxes in Malaysian homes to measure the viewing habits of urban, affluent consumers. The second, a recruited panel of 4,000 homes, will represent viewers in Astro’s subscriber viewing base and will include homes sourced from Kantar Worldpanel’s existing Malaysia’s household FMCG panel.

Kantar Media already has audience measurement services in Singapore, the Philippines, Mainland China, Vietnam and Hong Kong and has recently secured services in Mongolia, Cambodia, Sri Lanka and Bangladesh.

Kantar Media will work with Astro and Kantar Worldpanel to begin to deploy the service in 2015.