Movistar+ aims to revolutionize the advertising market with “real” audience measurement

Thanks to Return Path Data (RPD) technology, owned by Kantar, the Spanish operator will be able to accurately measure the consumption of its almost four million subscribers.

After years of arguing about the validity of the data that telemetry companies provide thanks to the use of panels and audiometers on television, Movistar+ now intends to revolutionize the market through “real” measurement techniques of the audience of its channels.

One of the factors that has led Telefónica's platform to commit to this initiative is the strength of the distribution of online content that has reliable audience parameters that follow it compared to the techniques used in conventional linear television.

In Spain there are audiometers in 4,625 homes, which is the sixth panel in the world by its size and also the sixth with the best audiometer-population ratio. In this way, around 10,000 people extrapolate their tastes to the 45 million people who live in Spain. Payment operators have historically shown their disagreement with this measurement since in their opinion it penalizes pay TV consumption given the small extrapolated sample subscribed to payment services.

Now, Movistar + has closed an agreement with Kantar Mediar to design, implement and manage an audience measurement service. Thanks to Return Path Data (RPD) technology, owned by Kantar, the Spanish operator will be able to accurately measure the consumption of its almost four million subscribers.

The Movistar+ set-top-boxes will thus be able to measure the consumption of linear and time-shifted television and video on demand (VOD) services.

Alberto de Pablo, general director of Kantar Media Spain, was delighted to "collaborate with Movistar+ to build and manage this new service. This announcement consolidates our leadership in RPD measurement." For his part, Felipe de Lucas, commercial director of Advertising at Movistar+, has assured that thanks to this project "Movistar+ contributes to the adaptation of the advertising market to the new audiovisual consumption habits of consumers."

De Lucas has been convinced that “for advertisers and media agencies, this new tool allows multiplatform communication to be promoted and made more effective.”