Kantar Ibope will measure Chilean audiences on TV, SVOD and social networks

The consultancy won the bid to measure audiences in the country and will implement cross-media measurement that, in addition to broadcast television, will include broadcast platforms TikTok, Twitch and YouTube.

Kantar Ibope Media is preparing to expand its audience measurements to a multi-platform world in Chile.

A little more than a month ago, the consulting firm was the winner of the tender for measuring the audience of open television channels in the country. The proposal behind success includes cross-modal measurement, aimed at analyzing consumption from different devices and platforms, as well as the traditional channel.

The Broadcasters Audience Research Council (BARB), the organization that provides UK television audience ratings, has reported that from November 2021, information will be released on the scope and total time consumed for video-on-demand (SVOD) services and social platforms. This is from data provided by Kantar Media.

Amazon Prime Video, Disney+, and Netflix, as well as the TikTok, Twitch, and YouTube platforms are all part of the network to be measured.

How is this measurement similar to the one expected to be installed in Chile? It is directly related to the measurement across the media expected to be installed. This consists of combining listening, browsing, and reading on all devices and platforms, including premium TV, video, and social networking on demand.

According to the methodology indicated by BARB, the measurement will be carried out through routers installed in homes. In addition, for Chile, it is expected to integrate metering with People Meter 7, the latest generation of metering devices for live viewing.

Thus, the data will be provided in three sections:

– Total channel viewership: Including live viewing, before and after the broadcast, whether through TV, tablets, computers and/or smartphones.

– View full SVODIncludes 16 video-on-demand services, including Amazon Prime, Disney+, and Netflix on four screens via Home Wi-Fi.

– Watch full shared videos: The time you spend watching TikTok, Twitch, and YouTube on four screens, over your home Wi-Fi.