The Dutch media industry has selected selects Kantar and Ipsos to build an integrated audience measurement solution.
The brief from Nationaal Media Onderzoek (NMO) is to create the world’s first truly integrated audience measurement programme, combining audience viewing, listening, browsing and reading. Its hoped the new system will deliver deeper insights into Dutch audiences and their media consumption.
The new approach will enable advertisers and agencies to optimise the performance of media channels – both in isolation and when combined in a cross-media campaign.
“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 realised our vision for a cross-media solution that delivers deeper insights into the media behaviour of the Dutch population,” said Johan Smit, Director, Nationaal Media Onderzoek (NMO).
Kantar and Ipsos were appointed following a competitive tender process to design an integrated measurement system that fuels the TV, radio, published media and internet trading currencies. The single system will meet the highest standards for design, data collection and processing, and will replace the existing media currencies in the market. Data releases for the new solution will begin later this year.
A single panel measuring all household IP delivered media content on all devices – Kantar’s Focal Meter, already used in ten markets across the world, will be extended to measure all tagged viewing, listening, reading and browsing content including all publisher and video on demand platforms.
Serge Lupas, President, Media Division, Kantar said: “We’re excited to design and deliver this giant step forward in media measurement. Working with NMO and Ipsos we will deliver the world’s richest cross-media measurement data set, providing the building blocks for cross-media planning, buying and evaluation of content and advertising.”
Kantar’s People Meter, currently used in the Netherlands to measure TV set viewing, will be replaced with a new panel using Kantar’s tablet People Meter 7. Audience viewing on the TV-set will be captured using a tablet with the latest audio-matching technology, and panel sign-in enabled via an app to improve usability for panellists.
