The platform is now able to gather data from a number of different sources, including live, linear TV and video-on-demand (VOD) consumption, select the relevant information and analyse it in order to discover viewer habits and needs.

“The tool is already able to influence from content recommendation to programmatic advertising in order to enrich users’ experience,” said José Tovar, head of data management at Mediaset España.

According to the executive, big data is already enabling Mediaset to measure audiences in real time, although the accuracy level delivered by measurement companies has not yet been reached.

“The immediate goal is to have a holistic view of Mediaset’s digital ecosystem. The tool gathers information from every device and analyses in real time what viewers are consuming and their behaviour across different screens,” added Tovar.

Through the development of big data technology Mediaset aims to predict audience behaviour, create a clear vision of each user and their preferences in terms of content and advertising, and to revamp the TV experience through personalised and targeted programming.

As part of its big data-focused strategy, Mediaset also recently announced an agreement with Sociograph and two Spanish universities to boost research into audience and emotions measurement.