MediaCorp extends Kantar TV audience measurement deal

The contract was previously held by TNS, which is now part of Kantar, and the extended deal will use Kantar’s VirtualMeter technology to track online viewing through catch-up TV service XinMSN. People meters will continue to be used to track viewing through TV sets, Kantar said.

Also covered in the contract is a survey tracking viewing on devices such as iPads, games consoles and LCD screens in public places.

MediaCorp’s deputy CEO Chang Long Jong said: “With the introduction of new measurement tools tracking non-linear TV viewing, we will be able to provide the total viewership of content viewed across various platforms. This tool will truly reflect the impact of our content across multiple platforms, giving our trade partners never before available insights into integrated TV consumption patterns.”