Foxtel Media has selected Kantar Media to deliver a new audience measurement service, ingesting data collected from Foxtel subscribers’ set top boxes using return path data technology.
The Kantar powered service will unlock the power of the viewing data captured through more than one million Foxtel set-top boxes installed in Australia.
Foxtel Media will access the data using the AdvantEdge software from Kantar Media’s TechEdge software unit. The solution incorporates data validation, processing, demographic mapping, capping (adjusting long viewing sessions into realistic viewing levels) and quality control.
Mark Frain, CEO, Foxtel Media said “In 2023, we should all be able to confidently measure and trade digital currency in a digital world. Foxtel Group has access to data from over one million set top boxes and more than 3.1 million streaming customers, and we’d be negligent if we leave this data idling for another minute. That is why we’ve engaged with Kantar, a world-renowned and locally familiar measurement player, to process and analyse viewing data from the true scale of set top boxes being used in Australia. We’re looking forward to delivering new insight into our audiences to aid media planning.”
The service will be able to provide a granular understanding of pay-tv consumption and subscriber behaviour in Australia. Foxtel Media anticipates it will be available to clients from 1 December 2023, and will also include viewing data from the past two years.
Keld Nielsen, senior director at Kantar Media said, “We are delighted to be partnering with Foxtel Media, leveraging our deep experience in processing operator data to unlock the value of their subscriber data. We are excited to explore new opportunities that serve the Australian media industry, unlocking further opportunities to integrate and enrich more data services in the future. “