Finnish commercial broadcasters MTV Oy and Sanoma Media Finland have signed a contract with measurement specialist dataBreeders to develop the country’s Total TV advertising measurement.
The agreement will position Finland as one of the first countries in the world to enable a Total TV currency with the aim of unifying campaign measurement across all broadcast platforms. The Total TV advertising measurement will be developed under a joint entity that will be governed by commercial broadcasters in Finland (MTV, Sanoma and Warner Bros. Discovery).
Total TV content measurement has been available in Finland for five years. The new Total TV advertising measurement introduces a modelling which enhances the process by bringing unified contacts and de-duplicated reach on a campaign level. By using multiple data sources, it combines broadcaster adserver and current TV audience measurement data.
Total TV combines linear television and broadcaster video on demand services. The Finnish Total TV advertising measurement project was launched in 2020 by the Finnish TV industry, and it has been led by Screenforce Finland. Leading cross-media measurement consultants from Pure X Media have assisted in the process.
The measurement project has proven that broadcasters in Finland have high-quality data. Another vital ingredient in the new modelling is the current linear TV data which is operated by Finnpanel.
“TV measurement has to be a gold standard: transparent, trustworthy and consistent. This is made possible by partners like Finnpanel. We are extremely excited to be one of the first in the world to enable Total TV currency to the market,“ says Anna Lujanen, Executive Director of Screenforce Finland.
The Total TV advertising measurement will be developed under a joint entity that will be governed by commercial broadcasters in Finland (MTV, Sanoma and Warner Bros. Discovery).