The Israel Audience Research Board (IARB) have appointed Kantar to operate Israel’s TV trading currency for the next seven years, with the option of an extension until 2030.
The existing TV audience measurement service will also be expanded to provide extended TV audience measurement from next year.
The new service is based on a representative panel of 700 households fitted with Kantar’s latest metering technology – the Focal Meter – which, in addition to the current Peoplemeter, will capture viewing of TV / video content that is streamed or accessed over the internet via tablets, smartphones, PC’s and other connected devices.
The Extended TV service, leveraging Kantar’s data science capabilities, will provide the Israeli Media Industry with a comprehensive and de-duplicated picture of the consumption of TV and video content across all platforms and devices.
The panel data will be presented in Instar (Kantar’s user analysis software) and will provide the Israeli Media industry with a full picture of the JIC members’ accumulated TV and online viewing.
Commenting on the announcement, Eitan Kassif, CEO of Kantar, Media Division, Israel, said: “It is testament to Kantar’s state of the art TV and video audience measurement technology that the IARB have once again entrusted us with delivering the trading currency for the Israeli market for the next seven years”.
Rony Aran, CEO IARB, added: “We are delighted to continue to work with Kantar as part of our ongoing mission to provide our stakeholders with a high-quality currency that responds to changing viewing habits and the evolving needs of the market”.
The IARB includes the following broadcasters: Keshet, Reshet, Channel 9, Channel 24, the Advertising Agencies Association and the Marketing Association (as an observer).
The Israel Audience Research Board (IARB) was founded in the mid-nineties after its initiators reached the conclusion that the introduction of commercial television in Israel created a need for a unified and accepted measuring system for television viewing rates.
From its founding to the present, the IARB has operated as a non- profit organization and is funded mainly by its members. The measuring system was intended to serve as a mechanism for determining the currency of TV commercials and as a professional tool in planning their scheduling and analyzing their effectiveness.