Kantar Media is promising the world’s most advanced hybrid model for the measurement of Norwegian TV audiences. The Norwegian TV audience measurement steering committee has awarded Kantar a five-year contract from 2018. There’s an option to later extend the contract until 2028.
The new service will comprise of two panels. Kantar Media will apply its mathematical algorithms to fuse the two panels in the early hours each morning to report a single data set as the Norwegian TV currency moves to a “Total TV and Video rating” (TVOV).
Steering committee members include representatives from NRK, TV 2 AS, MTG AS and Discovery Networks Norway. The announcement follows a competitive direct pitch with Ipsos. The new service will continue to be delivered by Kantar’s TNS Gallup team.
John Richard Hewitt, Head of Research at TV 2 and head of the steering committee, said: “TNS Gallup have been delivering high quality TV ratings to Norway since the turn of the century. Norwegians like to consume TV and video content anywhere and anytime. With approx. 30% of the population owning a second home and ownership of tablets have grown from 7% to 68% and smart phone devices have grown from 46% to 88% in the last five years, it is critical that broadcasters are making informed decisions using the most accurate, holistic TV currency data.”
An initial panel of 3,000 individuals will measure live, timeshifted and on demand TV using watermarking technology on 150 channels. It will record the viewing through a home router that will passively capture details of channels viewed on persona; devices out of the home.
The second panel will measure all TV and video content consumed out of home (OOH). It will report based on a representative sample of 1,500 individuals aged 10+ and use Kantar Media’s watermarking technology for content detection with MediaMetrie’s Rate On Air device, a portable meter carried by panellists which measures their individual viewing outside the home.
Kantar has been measuring out of home viewing in Norway since July 2014 and the new technology being deployed will deliver ever greater accuracy as well as measurement of new platforms.
