Kantar Media awarded National Internet Measurement contract in Belgium

26 April 2012 - TNS, part of the Kantar Media network, has been awarded the new National Internet Measurement contract in Belgium by the Centre for Information on the Media (CIM).  The agreement will be effective from 1 November 2012.

Under the terms of the deal, Kantar Media produce the National Internet Traffic Study, as well as monthly reach data and daily audience estimates, based on the online activity of a panel of 10,000 internet users in Belgium.  In addition to measuring web pages and applications such as video and audiostreams, the enhanced service showcases a significant investment in new methodology by Kantar Media, as it includes traffic from mobile devices and online video measurement (live and on demand).

Belgium was one of the first countries to adopt formal internet measurement, and has had a study in place since 2000.  CIM, the Joint Industry Committee (JIC) responsible for currency research into all above-the-line media, uses the study to provide advertisers with insight into consumers' online behaviour.  This enables the implementation and management of targeted advertising campaigns that deliver increased return on investment.

Stef Peeters, managing director at CIM, comments: "The rapid evolution of the online medium requires a reciprocal development in the methodology of the CIM internet studies.  Via its international network, Kantar Media's technology ensures in-depth monitoring of the measurement of mobile devices, as well as video and audio streaming.  In addition, the company's panel approach delivers the necessary methodological stability to publish monthly reach figures and daily audience estimates, all of which are essential in today's fast-paced world of digital advertising."

The new business win will use Kantar Media Spring technology, following Kantar's acquisition of internet measurement company Spring in early 2011.  It also further cements Kantar Media's strong position in media measurement in the region - TNS has been conducting the National Readership Survey in Belgium since 1978.

"We have developed an audience measurement solution that is tailor-made for the complex Belgian market," explains Dominique Vercraeye, Managing Director at TNS Belgium.  "This combines our in-depth knowledge of the local market and its specific needs, with the expertise and technology of Kantar Media Spring.  This is a new and exciting challenge, and we are proud to be at the forefront of CIM's innovative approach."

Oliver Pischke, managing director of Kantar Media Spring, confirms: "The multi-platform world makes measuring and understanding online audiences increasingly challenging, but evermore essential.  We are delighted that our technology, which is already proven in Denmark, Germany, Norway, Switzerland and Romania, is to now benefit internet studies in Belgium."