Kantar Media, one of the country’s leading television (TV) audience measurement providers with capabilities in gathering TV viewing data in both digital and analog platforms, announces the expansion of its nationwide panel of TV audiences to include households located in rural areas across Luzon, Visayas and Mindanao.This expansion boosts Kantar Media’s reach and ability to provide its clients with complete and comprehensive data on Philippine TV viewership.
With the launch of Kantar Media’s Rural Television Audience Measurement Service beginning June 2012, a total of 6.315 million homes in rural areas across the Philippines (North Luzon, Central Luzon, South Luzon, Visayas and Mindanao) will be added to the existing 8.820 million homes in urban areas, bringing the total TV universe to 15.135 million homes nationwide. Kantar Media’s audience panel would now cover and represent 100% of the total Philippine TV viewing population.
Simultaneously, Kantar Media is launching its Mega Manila TV Advertising Expenditure Service, which is seamlessly integrated with its audience measurement service through Infosys+. According to Kantar Media, Infosys+ provides faster access to information and integrates data from timeblocks, programmes and advertisements into a single analysis so they are able to better serve their clients – from the leading local and regional broadcast networks, to advertising agencies and media planners. Furthermore, Kantar Media will also be providing custom media research services for radio, print, and digital media this year.
“After years of consistently and successfully delivering viewership information that address the needs of the industry, Kantar Media is excited to up the ante of its offerings with this latest Rural Television Audience Measurement Service,” explained Gabriel Buluran, Kantar Media’s General Manager. “We now offer more comprehensive insights on the viewing habits of Filipino households residing in both urban and rural areas nationwide, thus giving our clients access to real and relevant data on Philippine television viewing.”