Foxtel Media has selected Kantar Media to deliver a new audience measurement service, ingesting data collected from subscribers’ set top boxes using return path data technology.
Foxtel will access the data using the AdvantEdge software from Kantar Media’s TechEdge software unit. The solution incorporates data validation, processing, demographic mapping, capping (adjusting long viewing sessions into realistic viewing levels) and quality control.
The service will be able to provide a granular understanding of pay-tv consumption and subscriber behaviour in Australia. Foxtel Media anticipates it will be available to clients from December 1 2023, and will also include viewing data from the past two years.
“In 2023, we should all be able to confidently measure and trade digital currency in a digital world," says Mark Frain, CEO, Foxtel Media.
"Foxtel Group has access to data from over one million set top boxes and more than 3.1 million streaming customers, and we’d be negligent if we leave this data idling for another minute," he said.
"That is why we’ve engaged with Kantar, a world-renowned and locally familiar measurement player, to process and analyse viewing data from the true scale of set top boxes being used in Australia.
"We’re looking forward to delivering new insight into our audiences to aid media planning.”
Keld Nielsen, senior director at Kantar Media, said the company is are delighted to be partnering with Foxtel Media, leveraging Kantar's deep experience in processing operator data to unlock the value of Foxtel's subscriber data.
"We are excited to explore new opportunities that serve the Australian media industry, unlocking further opportunities to integrate and enrich more data services in the future," said Nielsen.
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