Kantar and Ipsos appointed to deliver total media audience measurement solution in the Netherlands

Kantar and Ipsos awarded contracts to build total media audience measurement solution; the first service from joint industry committees to deliver TV, digital, published media and radio currencies in a single dataset.

March 31, 2021, London, Kantar and Ipsos have been awarded the contracts to deliver the world’s first true cross-media total audience measurement solution in the Netherlands. Working in partnership with Nationaal Media Onderzoek (NMO), representing the interests of the Dutch Media Industry this cross-media measurement solution is the world’s first truly integrated audience measurement program. In combining audience viewing, listening, browsing and reading through a single, integrated system it will deliver deeper insights to understand Dutch audiences and enable richer trading currencies for each media. The new approach will enable advertisers and agencies to optimize the performance of media channels – both in isolation and when combined in a cross-media campaign.

Kantar and Ipsos were appointed following a competitive tender process to collaborate and design a single integrated measurement system. The total media audience measurement solution will be the world’s most advanced service when it launches this year. It marks the biggest step change towards a total view of audience media consumption, enabling advertisers to better understand their consumers, improve the targeting of brand messages and determine how media triggers consumer purchase decisions – together maximizing ROI and delivering the building blocks for cross-media planning and evaluation.

Commenting on the announcement, Johan Smit, Director, Nationaal Media Onderzoek (NMO) said: “Today’s announcement marks an exciting new chapter in audience research in The Netherlands. Kantar and Ipsos proposed a strong and efficient approach with a design that will enable us to deliver total media audience measurement to the Dutch market. Together we have realized our vision for a cross-media solution that delivers deeper insights into the media behavior of the Dutch population.”

The announcement has drawn a positive reaction from the Dutch advertising industry:

Harry Dekker, Media Director, Unilever: “We are convinced that developments in media consumption combined with rapid changes of the media industry creates an urgent need for a paradigm shift in the way media is being planned and evaluated. This joined-up approach in The Netherlands will allow us to plan and optimize our media investments holistically based on trusted and relevant datasets.”

Serge Lupas, President, Media Division, Kantar said: Today’s announcement is a giant step closer to realizing one true cross-media currency. We are proud to be co-leading the development of this advanced solution that leverages world-leading technology and data science capabilities. We will deliver an integrated measurement solution that provides the building blocks for cross-media planning, buying and evaluation of content and advertising.”

Liz Landy, Global Head of Audience Measurement at Ipsos, added: “People have talked about cross-media measurement for a long time. But up to now the talk has been far louder than the walk. The Dutch JICs have succeeded where so many have failed in overcoming the many barriers to delivering this vision, which will measure media the way consumers and advertisers see and use it – regardless of platforms or media types. We very much look forward to delivering the first results; this project will be a real game changer.”

About Kantar: Kantar is the world’s leading data, insights and consulting company. We understand more about how people think, feel, shop, share, vote and view than anyone else. Combining our expertise in human understanding with advanced technologies, Kantar’s 30,000 people help the world’s leading organizations succeed and grow. For further information, please visit us at www.kantar.com.

About Ipsos: Ipsos is the third largest market research company in the world, present in 90 markets and employing more than 18,000 people. Our research professionals, analysts and scientists have built unique multi-specialist capabilities that provide powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data coming from our surveys, social media monitoring, and qualitative or observational techniques. “Game Changers” – our tagline – summarizes our ambition to help our 5,000 clients to navigate more easily our deeply changing world. Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD). www.ipsos.com