We are seeing the increasing consumption of media online and ongoing consolidation in the market, but individual markets are being driven by specific local considerations.

This is something we’re very aware of. For audience measurement this necessitates measurement pragmatism, flexibility and cultural sensitivity.  We operate TV measurement services across the world and while all share similarities they are all different.

Being different, being the same

Our experience tells us a one-size solution isn’t possible and would actually be detrimental if it ignored local historical and cultural factors. So we’ve learnt the best way to serve a market is to collaborate with the TV and video industry in that country. Kantar Media works with Joint Industry Committees (JICs), user committees, and other bodies to design and maintain the best measurement systems.

In the last five years  Kantar Media has built and launched over 20 new audience measurement services.

 “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.”

Mette Lehrmann, Research Manager at TV2 and head of the Danish Broadcasting Corporation steering committee

Read more about the bespoke solutions we’re implementing in Denmark and the Netherlands.


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