A new era in Czech Republic TV measurement

Association of TV Organisations (ATO), the industry body responsible for Television ratings in the Czech Republic has appointed Kantar and comScore to deliver a cross-platform measurement pilot of TV and video content. This announcement follows a competitive pitch involving four other bidders including GfK and Nielsen.

The pilot service, planned for later this year, will deploy best-in-class technologies following comScore and Kantar’s strategic alliance announced earlier this year. The service will use comScore’s tagging technology and Kantar Media’s online PeopleMeter technology to measure online video content for tablets, mobiles, PC’s and laptops. TNS will operate panel recruitment, panel management and data delivery.

“We’re delighted to award this contract to comScore and Kantar based on a sound understanding of our brief and an advanced solution to meet the needs of the industry” commented Vlasta Roskotova, Managing Director of ATO. “Measurement of video content across all screens and mobile devices is the future for Television Broadcasting in the Czech Republic. We look forward to seeing the results and identifying the research opportunities going forward as we prepare to review the ratings provider for 2018 and beyond.”

This latest contract announcement builds on the strategic alliance announced by comScore and Kantar earlier this year to deliver faster, smarter solutions in cross-media measurement for advertisers and broadcasters.

Richard Asquith, Global CEO of Audience Intelligence at Kantar Media commented “We are delighted to be working with the broadcast industry in the Czech Republic. As advertising spend across television and video continues to increase, the need to deliver robust, innovative measurement solutions across all devices is critical. Through our partnership with comScore we look forward to make ATO’s bold vision a reality.”

Stuart Wilkinson, Head of Industry Relations EMEA at comScore added, “This important pilot project will help provide confidence to the Czech market in showing that the digital measurement technologies comScore has developed with and for the broadcast community can be put to work in another European country in collaboration with our partners at Kantar.”

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