TECH UPDATE
SEPTEMBER 2024 satelliteprome.com
REVOLUTIONISING AUDIENCE MEASUREMENT FOR SATELLITE TV Advertisers today are increasingly inclined to invest in streaming services and digital platforms that offer accurate data on who is consuming their content, when and where. Now, satellite channels may also be able to compete in this space with a new audience measurement tool, as Vijaya Cherian learns from Badis Khaldi, the architect behind Audimatic In the world of entertainment, audience measurement has long posed a significant challenge, particularly for satellite channels. Unlike digital platforms and streaming services, satellite TV lacks a return path, making it difficult to gauge viewership accurately.
24
With an ever-increasing number of channels and satellite offerings, traditional methods of measurement have struggled to keep pace, leading to a lack of confidence among advertisers who prefer the precise data collected by streaming services. This, in turn, has hindered the ability of satellite channels to demonstrate their true value. Conventional
attempts to measure viewership using proprietary devices from audience measurement companies have proven costly and unsuitable for satellite’s regional reach. Often, these spots are undervalued, particularly for some emerging and innovative channels that do attract an audience but struggle to demonstrate it. Programme scheduling and content