TV viewing measurement meter showing results, LMRB says
View(s):Lanka Market Research Bureau (LMRB), among the top market research agencies in Sri Lanka, says the Kantar RapidMeter, introduced earlier this year as its latest TV audience measurement system has been ‘a great success’.
Himalee Madurasinghe, CEO, LMRB Sri Lanka, said the company has seen a rapid expansion in the media industry during the past few decades and concluded that TV broadcasting today is highly fragmented.
“Fragmentation of the media creates challenges for everyone, for the marketer, for the media owner and for the viewer,” she said explaining the impact of channel proliferation. “The TV viewer has to decide which programme he/she wants to watch, and making this selection is not easy.
Marketers (including advertisers and advertising agencies) have to decide how and where they should communicate their message to the consumer. To the media owner the challenge is to ensure that their portfolio appeals to the viewer and he or she would continue to watch their programmes,” she said in an LMRD media release.
The Kantar RapidMeter which is capable of accurately capturing the viewing habits of all members in a household aged four years and over, supplies this data to the host system, in real time. The data is then converted into usable information through a complex set of algorithms.
“We believe that the audience data generated from the RapidMeter System have already begun to contribute positively to the needs of all the stakeholders in the TV industry. Marketers are now able to understand the behaviour of viewers throughout the day, even during an advertisement break. Also, since the efficiency of media spends can be measured, there is greater accuracy in terms of media buying, and for the media owners there is genuine feedback on what programmes are popular with viewers. We are therefore confident that all stakeholders will embrace the benefits of the new RapidMeter system as they realize their value,” she added.