The new contract with TVOV, the Norwegian viewing measurement body, starts in 2028 and will focus on delivering a cross-media measurement system to provide a single view of audiences across broadcast and streaming.

The new service will combine in-home and out-of-home measurement, and will include a nationally representative panel of around 3,000 people for core measurement and a dedicated out-of-home panel of 1,500.

Fifty5Blue will also continue its partnership with Médiamétrie to use its portable RateOnAir tool to measure viewing exposure outside of the home.  

Patrick Béhar, global chief executive at Fifty5Blue, said: “Norway is one of Europe’s most advanced television markets, and we are proud to continue as its trusted measurement partner.

“This new agreement is not simply a renewal, it represents a meaningful upgrade in how audiences will be measured.”

John Richard Hewitt, chair of the steering committee for the TVOV measurement and head of audience measurement at TV 2, said: “A joint TV measurement provides figures you can actually trust. That is why it is so important for us to have entered into a contract with Fifty5Blue for the next generation of TVOV measurement.

“It ensures that the industry operates with one independent, transparent and comparable source of truth for viewing across channels and streaming. This builds trust in the viewing figures and provides advertisers with a solid basis for their investments.”