Movistar+ signs with Kantar for audience measurement

Thursday, October 13th, 2016 
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Movistar+ and Kantar Media announce 4 million RPD service to deliver granular insight into subscriber viewing

  • Service will use data collection from Movistar+ subscriber base and Kantar Media’s world-leading return path audience measurement technology

Movistar+, a major Spanish telecoms operator owned by Telefónica S.A, has signed an agreement with Kantar Media to design, deploy and manage a proprietary audience measurement service.

The service will use Kantar Media’s return path data (RPD) audience measurement technology to collect data from its 4 million subscribers through return path from Movistar+ set top boxes and other connected devices. The agreement includes linear viewing, timeshift and video on demand (VOD) services. In addition Movistar+ will have access to Kantar Media’s best-in-class analysis software, Instar Analytics.

Richard Asquith, Global CEO of Audience Intelligence at Kantar Media commented “We are delighted to be partnering with Movistar+ to build and manage this new service. Today’s announcement further cements our leading position in return path data, with more than 20 services launched across the world over the last decade.

Felipe de Lucas, Advertising Commercial Director at Movistar+ commented “With this project, Movistar+ wants to contribute to the advertising industry’s adaptation to new media consumption habits from consumers We trust this new tool will help advertisers and media agencies boost multiplatform communication. For this goal, Kantar Media is the best partner”.

The Movistar+ RPD service will complement the existing audience measurement and metrics already provided to the Spanish market. Kantar Media delivers the official TV ratings currency, in place for more than 20 years in addition to media monitoring and evaluation services, the official TGI survey and Kantar Twitter TV Ratings.