In a world first, Kantar Media has been given a four year contract for the provision of Dutch cross platform ratings from September 2015.
Kantar Media’s new technology will be deployed on a TNS NIPO panel of 3,000 individuals aged 6+ to measure all video viewing on PCs, laptops, tablets and mobiles – whether via a browser or app, streamed or on-demand.
The data, integrated daily with census data for online TV, video and commercials, will produce a comprehensive view of multi-channel video consumption.
Richard Asquith global CEO at Kantar Media Audiences, said: “We are convinced that hybrid systems, which integrate data from several complementary sources, are the future for TV audience measurement.
“Our ongoing investment in developing robust, innovative solutions to link representative panel data with large scale behavioural information is central to this vision of the future.”
In the UK, BARB’s Project Dovetail, which will also provide an in-depth analysis of viewing behaviours across different platforms, is set to deliver its first reports later this summer. Similarly, Kantar Media will help measure IP delivered services.
BARB currently electronically tracks minute-by-minute viewing for over 12,000 people. Since the end of 2012, all new BARB panel homes have had software installed that allows BARB to know what is being watched on desktop and laptop computers, and by who.
The organisation’s chief executive, Justin Sampson, said that enhancements to the panel would be needed to “open the way to a hybrid future” of TV viewing.
