MDA awards tender for new TV audience measurement system

MDA awards tender for new TV audience measurement system
Though television still dominates the advertising industry, the number of viewers continues to decline as a result of migration to other screens like smartphone and tablets.

SINGAPORE - International market research company Gfk has been awarded the tender to provide and manage the new Singapore Television Audience Measurement System (SG-TAM), announced the Media Development Authority (MDA) in a statement today.

The contract has been awarded for three years, with the option of renewal for a further two years.

With the new measurement system, broadcasters, producers and advertisers will now have access to audience consumption data across a full range of media platforms, including free-to-air TV, pay-TV channels, Over-The-Top streaming platforms, online and mobile channels.

The present ratings system has focused mainly on free-to-air channels which is no longer adequate with rapidly changing viewership habits, and the new system will help content makers, platform owners, advertisers and media planners make better decisions about developing content and allocating resources, MDA said.

MDA's Assistant Chief Executive (Assessment and Corporate), Mr Kenneth Tan, said that the SG-TAM system will be the first of its kind in the world.

"It will enable better resource allocation in content production and scheduling. This means that Singaporeans can look forward to higher quality shows that engage and entertain them, where such content can best reach them," he said.

Mr Lee Risk, Commercial Director Media APAC at Gfk added: "Today, consumers' lives are digital, and consumers use media on a wide variety of devices. That's why an integrated analysis is essential for advertisers."

The new system is expected to be ready in the second half of 2016, and will be made available to broadcasters, platform owners, content producers, advertisers and public stakeholders.

seanyap@sph.com.sg

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