MDA appoints GfK to build new national Audience Measurement system

The Media Development Authority of Singapore (MDA) has awarded the tender for providing and managing the new Singapore Television Audience Measurement (SG-TAM) system to GfK. The award is valid for three years, with an option to extend for another two. MDA thus becomes the first national media authority to develop a single source, multi-platform TAM system.

With SG-TAM, broadcasters, producers and advertisers will now have access to audience consumption data across a full range of media platforms -- free-to-air (FTA) TV, pay-TV channels, OTT (Over-The-Top) streaming platforms, online and mobile channels. This will help content makers, platform owners, advertisers and media planners make better decisions about developing content and allocating resources. Hitherto, the TV ratings system in Singapore has focused mainly on FTA channels. This is no longer adequate when viewership habits are changing rapidly, and when the choices available to viewers are increasing by the day.

Explaining the rationale and benefits of the SG-TAM system, Kenneth Tan, MDA’s Assistant Chief Executive (Assessment & Corporate), said, “As regulator and promoter for Singapore’s media sector, MDA is glad to take the lead in bringing stakeholders together to define, roll out, and refine this new system. It will be the first of its kind in the world, commissioned by a national public agency and covering the full range of linear and non-linear media platforms. SG-TAM will enable better resource allocation in content production and scheduling. This means Singaporeans can look forward to higher quality shows that engage and entertain them, where such content can best reach them.”

MDA expects data from SG-TAM to be ready in the second half of 2016, and will make it available to broadcasters, platform owners, content producers, advertisers, and public stakeholders. 

GfK has been at the forefront of TV measurement technology for close to 30 years and has implemented measurement solutions in a number of markets including Europe, Middle East and Latin America.  A TAM Review Committee comprising senior representatives from the broadcast and advertising community provided industry guidance and feedback during the tender evaluation process, and will continue to assist MDA in overseeing and reviewing the implementation of SG-TAM.

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About Media Development Authority of Singapore (MDA)
The Media Development Authority of Singapore (www.mda.gov.sg) promotes the growth of globally competitive film, television, radio, publishing, games, animation and interactive digital media industries. It also regulates the media sector to safeguard the interests of consumers, and promotes a connected society. MDA is a statutory board under the Ministry of Communications and Information (www.mci.gov.sg).