OSN appoints Kantar Media to unlock audience insights

OSN appoints Kantar Media to unlock audience insights in the Middle East

Kantar Media, the world leader in audience measurement has been appointed by OSN, the Middle East and North Africa (MENA) region’s leading TV entertainment company, to deliver a new audience measurement service ingesting data collected from their subscribers’ set top boxes using return path data technology.

The Kantar Media service will unlock the power of subscriber viewing data captured through tens of thousands of OSN set-top boxes installed in the MENA region. OSN will access the data using AdvantEdge from Kantar Media’s TechEdge software unit. The solution incorporates data validation, processing, and capping, adjusting long viewing sessions into realistic viewing levels. The service is now available to OSN.

Andy Grant, Vice President Programming, OSN, commented, “OSN has access to substantial data of set top boxes and we are delighted to have appointed world leader Kantar Media to support us in processing and analysing this data to unlock new insights. We are looking forward to harnessing this data to better understand our audiences and aid media planning.”

Keld Nielsen, Business Development Director and TechEdge CEO at Kantar Media, added, “We are pleased to partner with OSN to unlock the value of their subscriber data. As the viewing landscape and its viewers habits are profoundly changing, it has never been more important to harness all data assets at your disposal to maximise audience insights and opportunities to grow. We look forward to expanding our partnerships in the region to integrate and enrich more data sources in the future to serve more operators across the region.”