Kantar Media bags TV audience research contract in Cambodia

MUMBAI: The Cambodian Broadcasting Service has awarded Kantar Media a two-year contract for television audience research.

Kantar Media will record the television viewing habits of more than 500 homes in specific regions and urban areas including Phnom Penh, Siem Riep and Battam Bang using a personal diary service. Clients will use Infosys+ analysis software to conduct in-depth analysis of the recorded viewing habits including what they watch, when they watch it and for how long.

Mai Tran, MD of Kantar Media in Vietnam who will oversee the new service, comments, “Our expertise in measuring Kantar Mediua audiences using a secure and transparent methodology will ensure the data can be used by broadcasters, agencies, local and global advertisers to optimise their marketing campaigns. It will give Cambodian Broadcasting a holistic overview of TV viewing habits within the market.”

The contract, which will begin this year, extends Kantar Media’s footprint for audience research to 62 countries worldwide including eight Asian Pacific countries (Australia, China, Cambodia, New Zealand, the Philippines, Singapore, South Korea and Vietnam).

Kantar Media is a joint venture partner with Nielsen in TAM India, India‘s sole TV audience measurement agency.

Kantar Media Audiences Global CEO Richard Asquith said, “We are delighted to have been chosen to deliver the first TV audience measuret service in Cambodia. The media landscape is evolving rapidly in this dynamic region and we are confident that we can meet the industry’s need for audience measurement that will complement and support the growing TV ecosystem.”

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