Kantar is set to begin offering media monitoring services in Sri Lanka, following an agreement to acquire Nielsen’s local media monitoring business in the country. The service will complement Kantar’s existing TV audience measurement services.
The former Nielsen services, which used advanced automatic spot recognition technology, will continue uninterrupted under their new owner. The suite will now include AdIntel/MediaWatch, which will be providing competitive advertising information and alerts on new opportunities based on ad spending; and PRintel for tracking articles/news stories in print, TV, radio, and digital media. In addition, Kantar will continue to offer spots certification, confirm the airing of an advert based on the media schedule, and ad alerts to inform about any new activity in a specified category within 48 hours of airing.
Kantar CEO in Sri Lanka, Himalee Madurasinghe says, “through our reputation monitoring service, we provide clients a clear picture of how their brand is seen through the eyes of the media and social media. With the addition of media monitoring services, clients will now have comprehensive market intelligence for their media and communication planning. We are excited about bringing some of our global offers to Sri Lanka which will be a significant value add for the industry”.