StarHub and Nielsen combine TV audience and consumer data

Friday, May 19th, 2017 
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StarHub and Nielsen Joined Forces to roll out Singapore’s first Return Path Data based Television Audience Measurement System fused with nationwide Consumer survey

SINGAPORE — StarHub, Singapore’s largest pay TV operator and Nielsen, a leading global performance measurement company have partnered to offer TV advertisers enhanced profiling options by fusing StarHub SmarTAM, Singapore’s first Television Audience Measurement system using Return Path Data (RPD) technology with the product and brands consumption data from Nielsen Consumer and Media View (CMV) in Singapore.

StarHub SmarTAM is the TV audience measurement system uses RPD technology to track both real-time and time-shift viewing of TV content and advertising spots across more than 200 StarHub TV channels while Nielsen Consumer and Media View (CMV), a syndicated study that surveys adults aged 15+ in Singapore on their demographics, media, product, and brand consumption habits.

Leveraging on a statistically recognised method to fuse StarHub SmarTAM and Nielsen CMV product and brands data, give advertisers and media buyers a wider range of variables to analyse their target audiences. Advertisers are able to profile by demographics and behavior insights; they can also target audiences based on the consumption of products and brands. This enhancement strengthens StarHub SmartTAM’s ability to help advertisers gain deeper audience insights, and thus make better informed decisions in scheduling their TV advertising campaigns. This move is welcomed by media agencies and advertisers.

“We are very excited about the transformational progress being made by StarHub in the consumer and data profiling arena. Nowadays, through the advancement in tools and technology, we have the ability to sharpen the point on our targeting and engagement across multiple touchpoints to mirror the consumer experience, and thus with StarHub SmarTAM, we can deliver even more optimized results for our clients,” said Ms Vivian Yeung, Managing Director, MediaCom Singapore.

“MDI has been partnering StarHub,leveraging on their SmarTAM tool to deliver positive results for our brands, VITAGEN and MARIGOLD. The team took the time to listen to our business goals, and recommended the right platforms to help us reach our target audiences. Through their recommendation, we saw double-digit increase in sales for both VITAGEN and MARIGOLD HL Milk with Plant Sterols last year. We look forward to the advancement of SmarTAM to help us drive better value for our advertising investment,” said Ms Thio Hui See, Head of Marketing, Malaysia Dairy Industries.

“Since SmarTAM was launched in September 2015, we have been working with the media industry on our next innovation. StarHub recognises the industry’s need for accurate and comprehensive TV audience measurement that is representative of our pay TV households and individuals and provides deeper insights at brands and product category levels all in one system. The in-depth audience analysis sets us apart and raises our measurement offerings to advertisers in the TV advertising space,” said Ms Germaine Ng Ferguson, General Manager of Integrated Solutions & Analysis, StarHub.

“We are focused on innovation and are constantly looking at “what’s next” to enhance our analytical offerings to our clients and partners to grow their business,” said Ms Annette Kunst, Managing Director, Media, Nielsen Singapore. “StarHub is one of our most valued partners. We are invested to provide a holistic audience measurement solution to enable their advertisers with an integrated and more complete understanding of today’s complex consumers.”

Links: StarHub; Nielsen