NEWS12 October 2012

Danish TV audience measurements to include multimedia viewing

Europe Features

DENMARK— The Danish National TV Steering Committee has said it will add measurement of TV viewing on PCs, smart phones and tablets to its existing Kantar-delivered television audience measurement (TAM) service next year.

The committee, which comprises DR, TV 2, Viasat, SBS TV, Discovery, Turner Broadcasting System and Viacom International Media Networks, will deploy Kantar Media’s VirtualMeter technology within panel households.

Mette Lehrmann, head of research at TV 2 and chairman of the TAM steering committee, said: “As broadcasters we wanted to ensure that the industry continues to receive audience figures of the highest quality capturing viewing habits of the Danish population. This enhanced service will measure TV content on PCs, smart phones and tablets, ensuring audience measurement in Denmark is fit for the future.”

Keld Nielsen (pictured), global business development director at Kantar Media Audiences, said: “The proliferation of media channels has made it possible for a growing number of households to view TV content on multiple devices, driving TV content beyond the set. The TAM service in Denmark joins other markets including the UK, Singapore and Switzerland, building a service that helps understand our changing TV eco-system.”

The initial Kantar service went live in 1992.