TV audience measurement in the Czech Republic will be supplemented with that for video content from 2018 onwards.
This follows the signing of an agreement between Nielsen Admosphere with the Association of TV Organisations (ATO) for cross-platform electronic audience and content consumption measurement in the Czech Republic for the years 2018-2022.
Aside from online video content, an option for for combining live and time-shifted TV audiences with online video audience data is also included in the proposal.
Nielsen Admosphere will provide video content census measurement for the digital part of the project.
Commenting on the development, Tereza Simeckova, chairwoman of the board of Nielsen Admosphere, said: “We have combined Czech technology tailored to local conditions with products of digital measurement used by Nielsen all over the world, offering services for the Czech market that exceed the requirements of the contract owner while remaining effective and economical. The proposal has been worked on with enormous energy and intensity for almost three months, and worked out in such detail that ATO can be sure that what we promise we can implement”.
Michal Jordan, deputy chairman, added that the project is the most extensive in the history of Czech measurement and promises to be an effective and robust solution for the Czech market.
David Satransky, director of the Electronic Research Section, continued: “The extension of the project through digital content measurement matches current technological diversity in the options for video content distribution. The most essential innovation, from 2018, will be the extension of TV audience measurement beyond TV screens, so on PCs, smartphones and tablets (both in browsers and apps). In the case of television sets the HbbTV on Smart TVs will be measured as well.”
