GfK awarded cross-platform TV Audience Measurement in Singapore

gfkSingapore/Nuremberg, 29 May 2015 – The Media Development Authority of Singapore (MDA) has commissioned GfK, an international market research company, to provide a total audio-visual audience measurement currency for Singapore. For the first time, Singapore will get an integrated measurement system that will include the complete audience for traditional television, as well as those using computers, smart phones and tablets to access TV and video content. The contract will run for three years, with a two-year renewal option. First reports will be available in 2016.

GfK will set up a system for the integrated analysis of the complete audience for TV in Singapore. It will include traditional linear television, as well as time-delayed television and TV video streaming on computers and mobile devices. The service will be based on a single-source panel of more than 1,000 households. The service provided to the Media Development Authority of Singapore (MDA) will form a reliable currency for the whole media industry. Additionally, it will enable program content to be optimized and advertising campaigns to be strategically planned, supported by GfK’s state-of-the-art analytical software.

Kenneth Tan, MDA’s Assistant CEO (Assessment & Corporate), said, “Media consumption habits are rapidly evolving. We are the first national public agency in the world to take the lead in commissioning a multi-platform audience measurement system to provide an independent and representative currency as a public good. Our required tender specifications were developed from extensive consultation with industry stakeholders. We are very pleased that GfK’s approach reflects a holistic understanding of our challenging brief, coupled with internationally-proven ability to deliver operationally. When ready, its data will enable business and policymaking decisions for media content in Singapore to be made using new insights into the modern-day reality of viewership behavior across many channels.”

Lee Risk, Commercial Director Media APAC at GfK adds, “We are proud to set-up one of the most modern systems in the world for viewer research in Singapore. 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 award of this tender to GfK is a significant win for the company, and we are absolutely delighted to draw on the depth and breadth of our global experience, expertise and technology to deliver what will be not only a world-class audience measurement system but also one of the first holistic systems of this kind.”


About GfK

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