Singapore unveils data system that tracks audiences across multiple platforms


Singapore broadcasters and advertisers now have a way to track consumer viewing habits through an “integrated” data system, which can track audiences across multiple devices. Launched by industry regulator Infocomm Media Development Authority (IMDA), an enhanced version of the Singapore Television Audience Measurement System (SG-TAM) is presented to measure unduplicated TV audience statistics on digital platforms, including smartphones, tablets and PCs.

The system was first introduced in 2016, but had separately tracked audiences on TV and other digital devices. According to IMDA, SG-TAM is operated by GfK and commissioned by IMDA to be the official source for television audience measurement in Singapore.

The latest version would provide integrated TV audience data that will allow broadcasters to better make decisions about programming and producing content for audiences on different screens. Advertisers can also use the data insights to drive their targeted ad spend.

IMDA said the data will be available to SG-TAM subscribers within three business days of a program’s scheduled broadcast on a linear platform. The system tracks viewer counts for various online platforms, including Mediacorp’s Channel NewsAsia, 8world, Berita, Tamil Seithi and Toggle. IMDA said it is in talks with other broadcasters and online content owners to track the viewership of their programs, and urged other content providers to join us, including OTT players. .

He added that Mediacorp has subscribed to the new integrated measurement service.

Citing data from the system’s digital panel, the government agency said at least 80% of viewers consume media content on their smartphones every month.

GfK’s Asia Pacific Media Sales Director Lee Risk said: “This marks a real milestone for the Singapore video market, especially as media viewing on smartphones has increased from 23 to 32. minutes per day between January and November 2018 only. ”

Irene Lim, Director of Client Services for Mediacorp, said: “Today our viewers consume media using a wide variety of devices. With SG-TAM’s enhanced integrated data, we are now able to capture and measure the full audience lifecycle of our TV content for different audiences Unified, single-source information on viewing habits live and on-demand television will help us make more informed content and programming decisions. ”

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