NEWS27 April 2010

Eurosport launches TV audience measurement offering

Data analytics Europe

SPAIN— Broadcaster Eurosport is offering its advertisers access to a new TV audience measurement system that brings together data from eight countries across the continent.

The new service, which was developed with data solutions firm Techedge, consolidates ratings from the existing measurement panels run by BARB (UK), AGF (Germany), MMS (Sweden), SKO (Netherlands), Arma Data (Romania), Auditel and Kantar Media (Spain), TNS Gallup (Denmark) and AGB Nielsen (Poland).

Eurosport says the system allows it to supply advertisers with daily audience analysis while campaigns are in flight, so marketers can use the data to “maximise campaign efficiency”. It also provides behavioural analysis for a “wide range of demographic target groups”.

Vice-chairman Jacques Raynaud (pictured) said: “In these difficult financial times we have responded to the demands of our clients for greater accountability.”

Eurosport has also worked with online research specialist Nedstat to develop a service that measures internet and mobile consumption, which will provide audience measurement services for Eurosport’s 10 local-language websites, its mobile phone platform and online TV service.

Raynaud said: “Not only do we serve clients by opening up exciting new platforms but we provide crucial cross-media analysis, leveraging data to enable more targeted media planning and successful future multi-platform campaigns.”