Broadcast Media Africa has learnt that OSN has partnered with Kantar Media, a renowned leader in audience measurement, to implement a new audience measurement service. This service will utilise data collected from subscribers’ set-top boxes through return path data technology, a field in which Kantar Media has demonstrated exceptional expertise.
According to Kantar Media, this service will leverage data from tens of thousands of OSN set-top boxes installed across the MENA region. OSN will access and analyse this data using Kantar Media’s TechEdge software, specifically through the AdvantEdge post-reporting tool. The solution ensures data validation, processing, and capping to adjust long viewing sessions to realistic levels. This service is now operational for OSN.
Speaking about the deal, Andy Grant, Vice President of Programming, OSN, said: “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 look forward to harnessing this data to better understand our audiences and aid media planning.”
Keld Nielsen, Senior Director 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 viewer’s habits are profoundly changing, it has never been more important to harness all data assets to maximise audience insights and growth opportunities. We look forward to expanding our regional partnerships to integrate and enrich more data sources to serve the Middle Eastern media industry.”
