By leveraging this industry-transforming tool, advertisers, media stations and agencies can monitor, analyze and leverage near real-time viewership trends previously unavailable for TV programming and advertising in Sri Lanka.
KPMG joined in as Audit & Assurance Partner of the project.
Today, with viewers moving steadily towards on-demand services such as cable and satellite (C&S) channels, Dialog’s satellite pay TV service Dialog TV has reached over 1.7 million households and surpassed 5 million viewers to enjoy a 72% share of the C&S market in Sri Lanka.
“On-demand services have disrupted the TV and video industry as we knew it,” Chirantha De Zoysa, Head of Business at Dialog Television commented.
“The ease of access to streaming channels at their own convenience has changed the consumer and increased their content consumption.
Such a rapidly changing landscape makes predictions challenging, which is why we need a comprehensive monitoring tool that will give clear insight on TV viewership on both traditional and on-demand platforms.”
The TV Audience tool is continuously fed viewership statistics from both Pay TV and free-to-air TV channels; nationwide bi-annual surveys will profile samples as large as 3000 households for more accurate, quantitative results, enabling users to choose the most optimized channel and program mix for their target audience.
Other key features include highly customized dashboards, demographic profiling options from district level breakdowns to income / lifestyle based classifications.
The tool also offers one of the most comprehensive report generating functions including analytics by program, district, date or month, program preferences by demographic clusters, channel preference by district, advertiser details and more.
Additionally, TV Audience publishes near real-time minute level TV ratings, which are immensely beneficial for agile decision making during live sports and other similar events.
“ADA Sri Lanka is excited to be the Marketing Partner for the launch of the TV Audience tool,” Country Director of ADA in Sri Lanka Sanjini Munaweera commented.
“As a leading data and AI based digital partner, we are constantly looking for avenues to gain insights and understand the synergies between various content platforms, which allows us to provide a more comprehensive view of consumer behaviors to our growing Clientele.
With the launch of this tool, we are encouraging clients to move from instinct to insight when devising media strategies.
ADA will continue to support the industry with similar data-driven solutions in the future.”