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local companies for providing them with the insights needed for market planning.
LMRB which introduced its latest TV audience measurement system, the Kantar RapidMeter, earlier this year, describes it as a great success. “We have been responsible for providing audience measurement for the country for several decades stated LMRB CEO Himalee Madurasinghe. Sri Lanka witnessed a rapid expansion in the media industry during the past few decades and TV broadcasting today is highly fragmented. “Fragmentation of media creates challenges for everyone, for the marketer, for the media owner and for the viewer,” said Himalee, explaining the impact of channel proliferation. The TV viewer has to decide which program he/she wants to watch, and making this selection is not easy. Marketers (including advertisers and ad 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 programs.”
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 ad 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 programs are popular with viewers. We are therefore confident that all stakeholders will embrace the benefits of the new RapidMeter system as they realise their value,” concluded Himalee.
