Description

At the Audience and Advertising Summit 2025 in Johannesburg,The panel focused on how broadcasters can capture and evidence “time-spent” audience metrics to strengthen advertiser confidence and optimise campaign performance. Speakers emphasised the importance of accurate measurement, data transparency, and analytics-driven insights for both linear and digital platforms.

Audience measurement: tracking engagement, time-spent, and viewer loyalty to provide reliable KPIs. Data processing & verification: robust data pipelines, third-party auditability, and standardised reporting. Advertiser trust: transparent, verifiable metrics help secure long-term ad commitments. Monetisation opportunities: leveraging time-spent data to justify premium ad rates and enhance campaign ROI.

Demonstrating verified, time-spent audience data builds trust, improves media planning, and sustains advertiser investment.

Some key points from the resource include:

● Monetisation opportunities
● Audience measurement
● Advertiser trust
● Data processing & verification