According to GfK, the agreement will see Genius Digital’s data capture and collection technology being “fed into GfK’s audience measurement services… complement[ing] its existing TV, digital and mobile measurement technologies”.

In return, GfK said it is investing in Genius Digital’s development of its product portfolio and technical capabilities. Financial terms were not revealed.

Gerhard Hausruckinger (pictured), GfK management board member, said: “Through this partnership, we gain a more complete view of the TV service customer – their behaviour and their attitudes, and how these inter-relate. We can quantify the impact that quality of service has on brand and customer recommendation, and we can feed customer behaviour analysis into our clients’ CRM teams.

“On top of that, we gain greater insight into the viewing choices of the digital TV audience, in real time, enriching our global audience measurement capabilities.”