WATCH: Industry reaction to the Romanian contract renewal and cross-media audience measurement proof of concept

The industry reacts to the Romanian contract renewal and cross-media audience measurement proof of concept in a series of interviews
05 February 2024
Kantar Media expands broadcast TV audience measurement in Romania

In October, Kantar Media announced that it had been re-commissioned by ARMA, the Romanian industry body for TV measurement, to deliver the television audience measurement service in the market until 2027.

To mark the announcement, Kantar Media and ARMA hosted an event in Bucharest, bringing together leaders across the broadcast and advertising ecosystem, with guests representing the likes of Pro TV, Antenna, Publicis, MediaCom, Romania TV and Kanal D.

The new contract will see the continued provision of broadcast TV ratings as well as a significant technology upgrade with the deployment of People Meter 7 and a cross-platform audience measurement pilot.

In this video, Lucia Antal, President of ARMA, looks back on the decade-long collaboration with Kantar Media. She also shares her perspective on the upcoming cross-platform pilot  that is set to launch later in 2024.

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The Romanian pilot scheme will bring the number of markets in which Kantar Media provides cross-media audience measurement solutions to seventeen. Already a success in markets such as Norway, Brazil, and the UK, the audience measurement pilot in Romania will unlock more value for ARMA data users as well as enrich Kantar Media’s understanding of the Romanian audience.

The need for cross-platform audience measurement was heard from various speakers as advertisers and agencies are looking to optimise the reach and frequency measures of their campaigns.

Ileana Tomescu, Client Services Lead, MediaCom shares her enthusiasm on the announcement of the proof of concept. For her, there is a pressing need on the agency side for cross-media currency. Most importantly, she believes that cross-media audience measurement will unlock new opportunities for advertisers.

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On Kantar Media’s side, Anca Spireanu, Client Service Manager Kantar Romania shares with us what she recently witnessed in the Romanian market: the need for a holistic vision of data. She explains it is due to the ever-growing popularity of streaming platforms as well as other factors that are mentioned in this video:

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