The company said the updated ratings technology delivers live information on audience viewing for every minute of the broadcasting window and broadcasters and programme makers can now analyse the audience data on their smartphones, tablets and PCs to assess audience for the programmes.

Richard Asquith, global CEO of audience intelligence at Kantar Media, said: “We’re proud to have been the first measurement provider in the world to create and deliver real-time ratings. From its success across 10 countries in Latin America, we’ve now begun a pilot in Europe.

“Our PeopleMeter technology is producing real-time ratings and the trusted overnight viewing data simultaneously within a test environment in Spain. As new advertising models and programmatic systems are adopted, real-time ratings as an extension of the TV currency system can deliver broadcasters strong competitive advantage.”