OSN will access the data using the post reporting tool AdvantEdge from Kantar Media’s TechEdge software unit.
Kantar Media, a major player in audience measurement, has been commissioned by OSN to implement a new audience measurement service utilising data collected from subscribers’ set-top boxes through return path data technology.
This service will leverage data from tens of thousands of OSN set-top boxes installed across the MENA region. OSN will access and analyse this data using Kantar Media’s TechEdge software, specifically through the AdvantEdge post-reporting tool. The solution ensures data validation, processing, and capping to adjust long viewing sessions to realistic levels. This service is now operational for OSN.
Speaking about the deal, Andy Grant, Vice President of Programming, 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.”
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 viewer’s 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.”