SG-TAM 2.0, Asia’s first Audience Measurement Solution
Unifying broadcast, social media and streaming insights
SG-TAM 2.0 helps media and advertising companies better engage and develop products that resonate with their target audiences.
SG-TAM 2.0 offers richer audience insights to industry
The Singapore Television Audience Measurement (SG-TAM) is Singapore’s first independent, single-source TV audience measurement solution that provides viewership data across different screens, devices and platforms.
SG-TAM enables the optimization and targeting of TV content as well as more effective advertising campaigns. It also allows local media industry players to keep pace with the trend of media convergence, growth of the digital broadcast sphere, and evolving TV consumption habits in Singapore. SG-TAM provides industry stakeholders, such as local broadcasters, international channels, advertising agencies and media planners, with timely insights on consumers’ preferences for decision-making and enables the creation of quality and engaging content for consumers.
GfK Media Measurement, in partnership with the Infocomm Media Development Authority (IMDA), rolled out the next iteration of Singapore TV Audience Measurement (SG-TAM 2.0).
SG-TAM 2.0 provides 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 2.0’s presentation was awarded the Best Paper at one of the biggest media measurement conference, asi 2024 International Television & Video Conference.
Visit https://www.asiconferences.com/award-winning-presentation-at-this-years-television-video-conference-in-venice/ for more details.
How SG-TAM 2.0 benefits you
Consumers
With SG-TAM 2.0, industry players can keep up with consumers’ changing lifestyles and viewing preferences. Consumers can enjoy better quality and more engaging content at home and on-the-go.
SG-TAM 2.0 data can be accessed via a software application (for full data access) or reports (for processed data).
How does the TV measurement system work?
SG-TAM 2.0 provides unified view of consumption across TV and online platforms in a nationally representative manner view a panel-based measurement approach.
1. ESTABLISHMENT SURVEY
- A door-to-door survey covering selected Singapore households, known as the Establishment Survey, is conducted for the recruitment of TV panel households.
- This survey is conducted biannually to capture emerging viewership trends and changes in socio-demographic profiles. This ensures that the panel remains current and reflective of viewership preferences, while providing a steady flow of eligible households to maintain the panel.
2. RECRUITMENT
- Eligible households are randomly selected and invited to join the SG-TAM 2.0 TV panel.
- A nationally representative panel of 1,200 households form the core TV panel while 2,000 individuals (recruited as much as possible from the core TV panel) form the digital panel. This recruitment process ensures an integrated single-source approach.
3. INSTALLATION
- For TV audience measurement, GfK’s tracking device is connected to panel households’ TV sets. Each household member is assigned a designated button on a remote control to register their presence when they are watching TV programmes. Additional buttons are available on the remote control for guests to register their presence in front of the TVs.
- For digital measurement, a software metering application is installed on PCs, laptops, tablets and smartphones, The software works passively to collect media and internet usage behaviour.
4. PANEL MANAGEMENT
- A panel management team regularly engages the panel members to provide latest updates on SG-TAM 2.0, provide technical assistance, conduct regular training and ensure compliance from panel members.
- This ensures high quality and reliability of viewership data collected through SG-TAM 2.0.
5. DATA PRODUCTION AND QUALITY
- Viewership is measured from the actual viewing behavior of all members of the panel. All media viewing and internet usage data are aggregated and presented anonymously in the reports.
Frequently asked questions (FAQs)
What is SG-TAM?
The Singapore TV Audience Measurement (SG-TAM) is the official source of television audience measurement in Singapore. It is an integrated TV audience measurement system that provides the viewership of TV content, such as Free-To-Air TV and Pay TV channels, shown across traditional and digital platforms (e.g. Smart TVs and mobile devices). SG-TAM aims to help media industry players keep pace with the trend of media convergence, growth of the digital broadcast sphere and evolving TV consumption habits in Singapore. GfK Asia Pte Ltd (GfK) is commissioned by IMDA to operate and manage SG-TAM.
How does SG-TAM work?
Find out more about how SG-TAM works here.
What is the size of the panel?
A nationally representative panel of 1,200 households forms the core TV panel while 2,000 individuals (recruited as much as possible from the core 1,200 households) form the digital panel. The recruitment of the digital panel from the core TV panel ensures an integrated single-source approach.
Can I apply to be part of the TV panel?
No. All panel TV households are randomly selected based on the findings from the Establishment Survey. Panel controls are put in place to ensure that all households have an equal chance to be selected as a TV panel household and the TV panel households are always nationally representative.
What is the SG-TAM Establishment Survey (ES) and the sample size for the survey?
The ES is conducted as part of the initial phase of panel recruitment. It is a door-to-door survey covering a representative sample of 3,000 Singapore households, where panel households (TV and digital panel) are drawn from. Eligible households are subsequently invited to participate on the SG-TAM panel.
What is the SG-TAM data used for?
With access to audience consumption data across a full range of media platforms, industry players such as content makers, media owners, advertisers and media planners will be better equipped to make decisions about the content that works best across different platforms and multiple devices. Singaporeans too can look forward to higher quality shows that engage and entertain them, and where such content can best reach them.
How about data privacy?
All data collected will be in strict compliance with the Personal Data Protection Act 2012. Participation is strictly on a voluntary basis when a household is randomly selected. GfK, an established source of market data, works closely with IMDA on operating and managing SG-TAM and will never pass on this personal information to IMDA or any other parties. GfK will protect the confidentiality and integrity of information, including the personal particulars of the panel members. The data available to IMDA and the end users in the media industry will always be aggregated and can never be used to identify the television consumption of a specific household or individual.
Is Singapore the first country in the world to develop a national TAM system?
Many other countries have a national TAM system, e.g. BARB in the UK and OzTAM in Australia. However, they are primarily led by industry stakeholders such as broadcasters, research and advertising agencies, rather than the government. Singapore is the first country to develop a single-source, multi-platform TAM system that is commissioned by the government.
How is SG-TAM similar or different as compared to other international standards of measurement?
Many developed markets are experimenting with the measurement of online video content and are beginning to add certain elements of such a measurement to traditional television ratings. The result is a hybrid TV audience measurement service that uses multiple panels for the various content platforms. In Singapore, SG-TAM will measure different media and integrate the data obtained to provide cross-platform information on the Singapore market. SG-TAM also considers Singapore’s unique and dynamic market, factoring in racial diversities, changing television consumption habits, high technological sophistication and device penetration rate.
How many TV channels are reported in SG-TAM?
Up to 200 Free-To-Air and Pay TV channels are reported in SG-TAM.
Besides TV viewership data, what other types of data are available in SG-TAM?
With the newly enhanced measurement features, SG-TAM will be able to measure user consumption at both platform and content levels on commonly used OTT and social applications for both Smart TVs and mobile devices.
How do broadcasters request for measurement of channels that are currently outside SG-TAM’s list?
SG-TAM subscribers will be able to request additional channels to be measured. Please contact GfK at sg-tamclientsupport.ogs@gfk.com for further information.
How do we get access to SG-TAM data?
Please contact GfK at sg-tamclientsupport.ogs@gfk.com for more information on subscription to SG-TAM data.