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StarHub, Nielsen launch TV audience measurement system in Singapore

MUMBAI: Singapore pay TV operator
StarHub has partnered leading global
information and measurement company
Nielsen to launch StarHub SmarTAM,
Singapore’s first Television audience
measurement system using Return
Path Data (RPD) technology.
StarHub has also commissioned Nielsen
to support the subscription and sales
of SmarTAM data.
Harvesting RPD from StarHub’s two-
way digital set-top boxes in 545,000
homes and applying Nielsen’s
proprietary research for TV
viewership measurement, StarHub
SmarTAM offers advertisers,
advertising media buyers, and content
providers granular insight into what
StarHub TV households and individuals
are watching.
The TV audience measurement system
tracks both real-time and time-shift
viewing of TV content and advertising
spots across more than 200 StarHub
TV channels. 5,000 StarHub TV homes
have been carefully selected to be
statistically representative of
StarHub TV households in Singapore,
providing the industry-largest viewer
panel that produces accurate data on
the viewing behaviour of pay TV
StarHub SmarTAM has the ability to
provide highly accurate and dynamic
audience segmentation, track specific
media consumption habits and
facilitate advertising campaign
retargeting beyond TV in real-time.
These insights can help advertisers
and content partners make better
informed decisions about creating and
scheduling content or advertising
campaigns effectively. It also allows
the pay TV operator to perform day-
to-day monitoring and planning of its
channels and programmes as well as
creating relevant pay TV packages.
Starhub GM Integrated Solutions,
Analysis Germaine Ng Ferguson said,
“TV viewing behaviour in recent years
has drastically changed, and StarHub
saw the need for a big data driven
system to generate more accurate
and in-depth audience viewership
analysis for ourselves and our clients.
That was why we developed StarHub
SmarTAM, in partnership with
“Particularly for our clients who are
advertisers and advertising media
buyers, StarHub, with the use of
multiple big data sources now offers
greater smart targeting capabilities
to engage their customers cross
platforms, whether through mobile
apps, web advertising banners, TV
spots or electronic direct mailers, to
help them drive better results for
their campaigns,” Ms Ng Ferguson
Nielsen Media MD Singapore, Malaysia
and Indonesia Rebecca Tan said, “We
are delighted to support StarHub in
launching this new service. Audience
viewing consumption and behaviour are
constantly evolving and we are
dedicated to provide more granular
visibility and greater insights of local
consumers to their advertising

StarHub, Nielsen launch TV audience measurement system in Singapore

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