The partnership will centre on TVbeat’s Total TV measurement platform, with Ipsos bringing independent audience research and calibration through its Establishment Survey and MediaCell panel.

The companies will combine first-party viewing data from TVNZ and Sky’s broadcast and streaming platforms with individual-level audience research to provide an understanding of audience trends and behaviours.

TVbeat is based in London and aims to help broadcasters understand their audiences.

Robert Farazin, founder and chief executive at TVbeat, said: “We are proud to partner with Ipsos on this important initiative for New Zealand’s television industry.

“The real opportunity is to turn trusted audience data into actionable intelligence that helps broadcasters and advertisers better understand audiences, plan with greater confidence, evaluate performance and, over time, connect that intelligence with advertising activation across platforms.”

Dan Wong-Chi-Man, global service line leader, audience measurement, at Ipsos, said: “We are delighted to bring Ipsos’ audience measurement expertise and MediaCell technology to this important initiative for New Zealand.

“Together, with TVbeat’s Total TV platform, we will combine large-scale broadcaster viewing data with panel measurement to understand the real behaviour of people behind the screen.”

Carin Hercock, country manager at Ipsos in New Zealand, added: “Trusted measurement is the foundation of a healthy media ecosystem. As viewing behaviours continue to evolve, the industry needs a measurement system that provides confidence, transparency and a shared understanding of audiences across broadcast and streaming.”