Foxtel Media is set to integrate its new Kantar analysed viewing data into the Mediaocean ad infrastructure platform, as the News Corp-owned subscription TV advertising business continues its plans to develop a new measurement system and currency for agencies and brands.

It comes almost a year after Foxtel first brought Kantar Media in to deliver an alternate streaming and TV currency to rival OzTam, with data produced by the measurement company to be available in Spectra MD from early October.

https://www.mi-3.com.au/27-10-2023/currency-crunch-foxtel-breaks-cover-plan-build-oztam-alternative-tv-streaming-currency

Kantar Media was slated to deliver an audience measurement service ingesting comprehensive viewing data collected through more than one million Foxtel set-top boxes installed in Australia using Return Path Data (RPD) technology. 24 months of viewing data has been processed and analysed as part of the project.

The new data will be accessed using the AdvantEdge software engine from Kantar Media’s TechEdge software unit. Agencies will have access to quarter-hour data for all linear Foxtel entertainment and sports programming, providing them with a deeper understanding of audience engagement across 58 Foxtel channels and metrics from 18 key buying demographics.

The integration gives agencies early access to Kantar Media produced data for independent review, testing, and comparison of viewing insights.

Foxtel Media has been sharing this analysed data with sports partnership clients to track the weekly delivery of campaigns since February 2024. Foxtel Media will be supporting all partner agencies through the Mediaocean update via a series of roadshows.

Foxtel Media chief strategy officer, Nev Hasan, said: "In just nine short months, Foxtel Media has been able to build a robust solution that paves the way for seamless data integration across multiple media platforms, including those used by agencies, strategic partners, and research collaborators. This milestone is a testament to our dedication to providing the tools necessary for our partners to thrive in an increasingly competitive market. By enhancing the depth of insights and enabling real-time, data-driven decisions, this integration ensures our partners stay ahead as the media landscape evolves, optimising their strategies with the most accurate audience metrics available. So, make sure you update Mediaocean now to access Kantar data soon."