Single Audience Measurement

Request for Information (RFI): Single Audience Measurement (SAM)

Date: 17 August 2026.

Shaping the Future of Audience Measurement in Malaysia

The CMCF Joint Industry Committee (CMCF JIC) is inviting research companies, audience measurement providers and subject matter experts to share their experience, expertise and global best practices on Single Audience Measurement (SAM).

What is SAM?

SAM aims to provide a unified and de-duplicated view of audiences across different media platforms and devices, including:

Television and streaming

Radio and digital audio

Digital video and social media

Websites and mobile applications

The approach is intended to support a future-ready, cross-platform audience measurement system for Malaysia.

What We Are Seeking

Through this RFI, CMCF JIC is seeking information on:

Global SAM models and best practices

Research methodologies and technologies

Cross-platform and cross-device measurement

Audience deduplication

Governance, privacy and data protection

Reporting, data access and auditability

Commercial and funding models

Implementation considerations, risks and future developments

Respondents are also encouraged to share relevant international experience, lessons learnt and recommendations for Malaysia.

Key Dates

RFI Launch: 17 August 2026
Registration of Interest: By 12.00 pm, 24 August 2026
Response Deadline: By 12.00 pm, 14 September 2026

Important Note

This RFI is conducted for information-gathering and market-learning purposes. It does not constitute a commitment to award a contract or proceed with a procurement exercise.

The information received will help CMCF JIC shape the scope and requirements for a potential future Request for Proposals (RFP).