Danish TV industry awards ratings service to Kantar Media

The Danish TV audience measurement steering committee has awarded Kantar Media and TNS Gallup the new contract for the provision of TV Ratings. The service will run for five years initially from 2017, with the option to extend until 2024.

From 2017 the TV currency in Denmark will include major enhancements to measure TV content that is broadcast, streamed or time shifted across all devices. The new service will benefit from a 20% increase in the base panel to 1,200 households measuring viewing on the TV set (Core TV). A secondary panel of 1,000 individuals will be recruited to measure in-home and out-of-home TV viewing on tablets, smartphones and PC’s (Extended TV). The additional panel will be enriched with a big data 25,000 web profile panel that will be used to add granularity to the Extended TV panel.

Kantar Media will apply their increasingly sophisticated mathematical algorithms to fuse the data sets in the early hours each morning to deliver consolidated TV ratings to the industry every day.

The steering committee members include the Danish Broadcasting Corporation (DR), TV 2, MTG, Discovery, Disney, Turner, Viacom & FOX.

Mette Lehrmann, Research Manager at TV2 and head of the steering committee, stated: "TNS Gallup and Kantar Media have been delivering high quality TV ratings to Denmark since 1992.  Today’s announcement follows a rigorous and comprehensive search for the best methodological and technology approach to provide a complete view of the TV audience. We are confident that in Kantar we have a partner who has proposed the highest possible standards are maintained whilst the complete measure of the TV audience is achieved.”

Richard Asquith, Global CEO of Audience Intelligence at Kantar Media “We’re delighted to be continuing our partnership with the Danish TV industry. Today’s announcement demonstrates the growing acceptance by the global TV industry of the hybrid audience measurement approaches that Kantar has pioneered and which will support the exciting future for Television as it continues to extend its reach.”

The complete TV ratings service will deploy Kantar Media’s best-in-class PeopleMeter and online PeopleMeter technology, watermarking techniques, panel management and data science applications.

The announcement follows a competitive pitch involving Nielsen and Ipsos. Kantar Media have been providing the TV ratings service in Denmark uninterrupted since 1992.

Kantar Media conducts TV measurement services in over 55 markets worldwide. This latest announcement follows renewals and new contracts secured in Netherlands, Romania and Israel.