New measurement unifying broadcast, social media and streaming data unveiled

GfK Media Measurement, in partnership with the Infocomm Media Development Authority (IMDA), will be rolling out the next iteration of Singapore TV Audience Measurement (SG-TAM 2.0).

SG-TAM 2.0 will provide unifying data insights across broadcast, social media and streaming platforms to help media and advertising companies better engage and develop products that resonate with their target audiences.

SG-TAM has been established since 2016, and now the enhanced features in SG-TAM 2.0 will provide insights on unique reach by audience segments for content consumed across platforms and channels, including on Smart TVs and mobile devices.

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SG-TAM 2.0 data will cover consumption on key Video on Demand (VOD) and social media platforms such as Netflix, Prime Video, Disney+, YouTube, Facebook and TikTok.

SG-TAM 2.0 offers an independent, single source of integrated data of content performance across broadcast and OTT platforms, enabling more informed programming decisions and creative contents tailored to target audiences. According to GfK, the enhanced cross-platform consumption data and insights will help advertisers drive more effective campaign planning and targeting across multiple platforms.

SG-TAM 2.0 was prototyped and trialed with GfK Media Measurement through IMDA’s Open Innovation Platform (OIP) which helps companies diagnose their business challenges and crowd-source for innovative digital solutions from start-ups, technology providers, and research institutions.

"GfK’s strategic partnership with IMDA has been instrumental in the development of SG-TAM 2.0, an enhanced, innovative solution tailored to the distinct requirements of Singapore’s media sector. We are confident that following robust research, design and testing, this pioneering initiative is poised to position Singapore as a leader in the field, and is scalable for future deployment in other markets”, said Giacomo Catanoso, commercial director Asia, GfK Media Measurement.

“With audiences consuming more content on demand and on multiple platforms, IMDA has worked with GfK Media Measurement to expand SG-TAM’s capabilities to provide a more comprehensive suite of consumption data across TV, digital and social media. With SG-TAM 2.0, we are excited that the richer data insights will help our industry partners to better understand evolving audience consumption trends and create more engaging content for audiences in Singapore”, said Justin Ang, assistant chief executive of media, Innovation, Communications and Marketing, IMDA.

The new features will be progressively rolled out from October 2024.

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