Kantar Media to enhance Danish TV currency to include online viewing from 2013
The National TV Steering Committee in Denmark and Kantar Media have announced plans to enhance the existing Television Audience Measurement service to include TV viewing on PC's, smart phones and tablets from 2013.
Kantar Media's VirtualMeter technology will be deployed to the existing national panel to record accurate data on their online TV viewing habits. Audience figures incorporating these developments will be available from next year.
Mette Lehrmann, Head of Research at TV 2 and Chairman of the TAM steering committee welcomes the expansion of the existing service: "As broadcasters we wanted to ensure that the industry continues to receive audience figures of the highest quality capturing viewing habits of the Danish population. This enhanced service will measure TV content on PC's, smart phones and tablets, ensuring Audience Measurement in Denmark is fit for the future."
Keld Nielsen, Global Business Development Director at Kantar Media Audiences, commented: "Since the initial service went live in 1992, we have continued to deliver high quality data on the viewing habits in Denmark but also investing in the audience of the future. The proliferation of media channels has made it possible for a growing number of households to view TV content on multiple devices, driving TV content beyond the set. The TAM service in Denmark joins other markets including the UK, Singapore and Switzerland, building a service that helps understand our changing TV eco-system."
"We are delighted that the Danish Television Industry in Denmark has chosen to continue their partnership with Kantar Media. The enhanced service will measure TV viewing on all electronic platforms and will ensure Denmark remains at the forefront in pioneering future-proof audience measurement solutions". commented Henrik Hansen, CEO, TNS Gallup Denmark, part of the Kantar Media network.