The renewed agreement will see Nielsen carry out audience measurement services for the Danish television market through to 31^st December 2029.

The agreement was completed with the input of Danish broadcasters TV 2 Danmark, DR, Viaplay Group and Warner Bros. Discovery.

Chantale Coulombe, audience measurement leader at Nielsen Media Denmark, said: “This extension is a testament to the strong collaboration and mutual trust we have built over recent years.

“It reinforces our dedication to providing the most reliable and innovative audience measurement solutions, ensuring the industry has the accurate insights it needs to thrive in an evolving media environment.”

Annette Tronebæk Thuen, chairperson at the Danish Media Owner Committee, added that the continuity of Nielsen’s audience measurement was fundamental to the stability and transparency of the Danish TV and streaming market.

“As media consumption habits continue to evolve, having a consistent, continuously evolving and universally accepted currency is more critical than ever. Viewing habits are shifting towards streaming, and it is essential to continue the ongoing development of digital measurements.

“The extended agreement ensures we can continue to make data-driven decisions that benefit both viewers and the broader industry and we encourage other media entities in the Danish market to pursue the benefits of being measured.”