Developed in partnership between GfK Media Measurement and IMDA, SG-TAM 2.0 will offer richer audience insights to industry 

Singapore, October 2024 – GfK Media Measurement, in partnership with the Infocomm Media Development Authority (IMDA), will be rolling out the next iteration of Singapore TV Audience Measurement (SG-TAM 2.0). SG-TAM 2.0 will provide unifying data insights across broadcast, social media and streaming platforms to help media and advertising companies better engage and develop products that resonate with their target audiences.  

SG-TAM is the official source of cross-screen TV viewership in Singapore, established since 2016¹. The enhanced features in SG-TAM 2.0 will provide insights on unique reach by audience segments for content consumed across platforms and channels, including on Smart TVs and mobile devices. SG-TAM 2.0 data will cover consumption on key Video on Demand (VOD) and social media platforms such as Netflix, Prime Video, Disney+, YouTube, Facebook and TikTok.  

SG-TAM 2.0 was prototyped and trialed with GfK Media Measurement through IMDA’s Open Innovation Platform (OIP) which helps companies diagnose their business challenges and crowd-source for innovative digital solutions from start-ups, technology providers, and research institutions. 

“GfK’s strategic partnership with IMDA has been instrumental in the development of SG-TAM 2.0, an enhanced, innovative solution tailored to the distinct requirements of Singapore’s Media sector. We are confident that following robust research, design and testing, this pioneering initiative is poised to position Singapore as a leader in the field, and is scalable for future deployment in other markets”, said Giacomo Catanoso, Commercial Director Asia, GfK Media Measurement. 

“With audiences consuming more content on demand and on multiple platforms, IMDA has worked with GfK Media Measurement to expand SG-TAM’s capabilities to provide a more comprehensive suite of consumption data across TV, digital and social media. With SG-TAM 2.0, we are excited that the richer data insights will help our industry partners to better understand evolving audience consumption trends and create more engaging content for audiences in Singapore”, said Justin Ang, Assistant Chief Executive of Media, Innovation, Communications and Marketing, IMDA. 

For media owners and content producers, SG-TAM 2.0 offers an independent, single source of integrated data of content performance across broadcast and OTT platforms, enabling more informed programming decisions and creative contents tailored to target audiences. For advertisers, the enhanced cross-platform consumption data and insights will help drive more effective campaign planning and targeting across multiple platforms. 

“As we know, content is king, and the fact is, through technological developments, more platforms and devices are now available for us to consume what we want, when we want, no matter where we are. As such, the future-facing measurement solution from IMDA and GfK is a welcome evolution of how we measure eyeballs across screens and optimise client budgets accordingly. IPG Mediabrands fully supports and endorses this industry development”, said Craig Harvey, IPG Mediabrands, Head of Research APAC. 

The new features will be progressively rolled out from October 2024. 

About GfK

For over 90 years, we have earned the trust of our clients around the world by solving critical questions in their decision-making process. We fuel their growth by providing a complete understanding of their consumers’ buying behavior, and the dynamics impacting their markets, brands and media trends. In 2023, GfK combined with NIQ, bringing together two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights – delivered with advanced analytics through state-of-the-art platforms – GfK drives “Growth from Knowledge”. 

For more information, visit  gfk-media-measurement.com.

For enquiries, please contact: 

Giacomo Catanoso 

Commercial Director Asia, GfK Media Measurement