Astro Backs Industry Push For Single Audience Measurement Framework

Astro has joined a growing cross-industry effort to establish a Single Audience Measurement (SAM) framework via the Joint Industry Committee (JIC) convened by the Communications and Multimedia Content Forum of Malaysia (CMCF).

The goal is to create a common, reliable audience currency that better reflects how Malaysians consume content across an increasingly fragmented media landscape.

"Media and entertainment consumption has changed significantly yet the measurement and reporting hasn’t. Today’s viewing is beyond linear, to include on-demand, on-the-go and on multi-devices. Any new measurement today must capture and reflect these and to do so recognising Malaysia's colourful demographics," said Henry Tan, Astro Interim GCEO.

As a JIC member, Astro supports the collective push to address long-standing challenges arising from disparate measurement systems. With audiences moving fluidly between television, streaming, social platforms, websites, mobile apps and other digital environments, the envisioned SAM would deliver a unified, people-based and de-duplicated view of audience behaviour across channels.

The industry-led initiative aims to enhance cross-platform media planning, audience evaluation and advertising effectiveness, while improving accountability and transparency for advertisers, agencies and media owners. According to CMCF Chairman Datuk Rafiq Razali, the objective is to create a common audience measurement currency that the market can rely on when making decisions about content, advertising and investment.