OSN, which broadcasts to 17 countries across the Middle East and North Africa and is the exclusive home of HBO in the region, has appointed audience measurement company Kantar Media to unlock audience insights.
Kantar Media will deliver a new audience measurement service, ingesting viewing data captured through tens of thousands of OSN set-top boxes installed in the MENA region using return path data technology.
OSN will then be able to access the data using the post reporting tool AdvantEdge from Kantar Media’s TechEdge software unit.
Andy Grant, vice president of programming at OSN, said, “OSN has access to substantial data of set top boxes and we are delighted to have appointed world leader Kantar Media to support us in processing and analysing this data to unlock new insights. We are looking forward to harnessing this data to better understand our audiences and aid media planning.”
The solution incorporates data validation, processing, and capping, adjusting long viewing sessions into realistic viewing levels. The service is now available to OSN.
Keld Nielsen, senior director at Kantar Media, added, “We are pleased to partner with OSN to unlock the value of their subscriber data. As the viewing landscape and its viewers habits are profoundly changing, it has never been more important to harness all data assets at your disposal to maximise audience insights and opportunities to grow. We look forward to expanding our partnerships in the region to integrate and enrich more data sources in the future to serve the Middle Eastern media industry.”
As people increasingly move across channels and platforms, Kantar Media’s data and audience measurement, targeting, analytics, and advertising intelligence services aim unlock insights to empower informed decision-making.
Working with panel and first-party data, the company serves the content and advertising ecosystems, delivering insights needed to reach, engage, target and monetise audiences.
