Media Measurement

What is SG-TAM?

SG-TAM is the official source of cross-platform audience measurement solution in Singapore. It is an integrated audience measurement system that provides viewership data for both Broadcast and Non-Broadcast content, including video streaming and social media video content, across traditional and digital platforms (e.g. Smart TVs and mobile devices). SG-TAM aims to help media industry players keep pace with evolving viewership trends and consumption habits in Singapore. GfK Media Measurement (GfK) is commissioned by IMDA to operate and manage SG-TAM.

What does SG-TAM measure?

SG-TAM measures 24/7 viewership consumption across free-to-air TV, Pay TV and digital platforms. This includes up to 200 FTA and Pay TV channels, as well as content on top streaming apps and social media platforms. Data from live viewing, time-shifted viewing and Video-on-Demand are also captured. This valuable data can be further segmented for analysis by channels, programmes, genres, platforms, demographics, time of the day, and other variables, enabling more granular cross-platform insights.

How does SG-TAM work?

 

Information accurate as at April 2025.

How many TV channels are reported in SG-TAM?

Up to 200 Free-To-Air TV and Pay TV channels are reported in SG-TAM.

What are the video streaming platforms measured in SG-TAM?

The streaming platforms currently measured include Netflix, Disney+, Amazon Prime Video, YouTube and meWATCH.

What are the social media platforms measured in SG-TAM?

The social media platforms measured currently include YouTube, TikTok and Facebook Reels.

Besides TV viewership data, what other types of data are available in SG-TAM?

With the enhanced measurement features, SG-TAM measures user consumption at both platform and content levels across popular video streaming services and social media applications on Smart TVs and mobile devices.

What is the size of the panel?

A nationally representative panel of 1,200 households forms the core TV panel while 2,000 individuals (recruited as much as possible from the core 1,200 households) form the digital panel. The recruitment of the digital panel from the core TV panel ensures an integrated single-source approach.

Can I apply to be part of the TV panel?

No. All panel TV households are randomly selected based on the findings from the Establishment Survey. Panel controls are put in place to ensure that all households have an equal chance to be selected as a TV panel household and the TV panel households are always nationally representative.

What is the minimum age to be a digital panellist?

Digital panellists must be at least 10 years old.

What is the SG-TAM Establishment Survey (ES)?

The ES is conducted as part of the initial phase of panel recruitment. It is a door-to-door survey covering a randomly selected sample of Singapore households. Eligible households are subsequently invited to participate on the SG-TAM panel.

Subsequent ES is conducted biannually to capture emerging viewership trends and changes in socio-demographic profile. This ensures that the panel remains current and reflective of viewership preferences, and also provides a steady flow of eligible households to maintain the panel.

What is the sample size for the Establishment Survey (ES)?

The sample size for the Initial ES is 10,000 households and between 3,000 – 5,000 households for the subsequent ES conducted biannually.

What is the SG-TAM data used for?

With access to audience consumption data across a full range of media platforms, industry players such as broadcasters, content creators, media owners, advertisers and media planners will be better equipped to make decisions about the content that works best across different platforms and devices. Singaporeans can also look forward to higher quality shows that engage and entertain them, and delivered on platforms where such content can best reach them.

How about data privacy?

All data collected are in strict compliance with the Personal Data Protection Act 2012. Participation is strictly on a voluntary basis when a household is randomly selected. GfK, an established source of market data, works closely with IMDA on operating and managing SG-TAM and will never pass on any personal information to IMDA or any other parties. GfK will protect the confidentiality and integrity of information, including the personal particulars of the panel members. The data available to IMDA and the end users in the media industry will always be aggregated and can never be used to identify the television consumption of a specific household or individual.

How does SG-TAM compare with other international standards of measurement?

Many developed markets internationally are experimenting with the measurement of online video content and are beginning to add certain online viewership elements to traditional television ratings. The result is a hybrid TV audience measurement service that uses multiple panels for the various content platforms. In Singapore, SG-TAM measures different media and integrates the data obtained to provide single-source cross-platform information on the Singapore market. SG-TAM also considers Singapore’s unique and dynamic market characteristics, including racial diversity, changing television consumption habits, technological sophistication and high device penetration rate.

Is Singapore the first country in the world to develop a national TAM system?

Many other countries have a national TAM system, e.g. BARB in the UK and OzTAM in Australia. However, they are primarily led by industry stakeholders such as broadcasters, research and advertising agencies, rather than the government. Singapore is the first country to develop a single-source, multi-platform TAM system that is commissioned by the government.

How do we get access to SG-TAM data?

Please contact GfK at SG-TAMClientSupport@gfk.com for more information on subscription to SG-TAM data.