StarHub has launched a new TV audience measurement system that uses return path data for the first time in Singapore, rather than the traditional diary system.
Called SmarTAM, the new system was introduced in collaboration with measurement firm Nielsen, and uses data taken from StarHub set-top boxes in 545,000 Singaporean homes.
The service covers StarHub’s 200 channels, and gives real-time and time-shift viewing data of ad spots as well as regular programming.
The data is based on 5,000 StarHub TV homes, the largest viewer panel of its kind in Singapore to date, offering media buyers “granular insights” into what StarHub TV households and individuals are watching – including ads – the company said in a press release.
The system will also use StarHub’s mobile customer database and match user profiles to better target ads to users.
Germaine Ng Ferguson, GM of integrated solutions and analysis at StarHub, said that as TV viewing behaviour in recent years had “drastically changed” the company saw the need for a big data-driven system that is more accurate.
“Particularly for our clients who are advertisers and advertising media buyers, StarHub, with the use of multiple big data sources now offers greater smart targeting capabilities to engage their customers cross platforms, whether through mobile apps, web advertising banners, TV spots or electronic direct mailers, to help them drive better results for their campaigns,” she noted.
StarHub has also commissioned Nielsen to support the subscription and sales of SmarTAM data.
The launch comes two months after Malaysia’s Astro introduced a new measurement system, DTAM. Astro’s service covers all television, not just its own channels.