In a global first, the Netherlands’ TV industry body Stichting KijkOnderzoek (SKO) is now reporting online TV ratings data for campaigns and adverts.
Developed in partnership with Kantar Media, the move will allow advertisers, agencies and broadcasters to monetise beyond the main TV set and analyse viewing across smartphones, tablets and PCs for the first time – something BARB, the UK’s TV industry body, has been working towards.
“Hybrid approaches to measurement are fast becoming the chosen route in many of the markets we operate in across the world,” said Andy Brown, Kantar Media’s CEO and chairman.
“Our blueprint for audience measurement firmly places high quality data integration and high quality panels at the centre to deliver Total Video. We are proud to be breaking new ground with SKO to deliver a complete view of TV and video consumption.”
The campaign data forms part of SKO’s Video Data Integration Model which integrates data sources for all television viewing. A ‘total video’ rating, fusing extended TV ratings with existing data and measurement of online video campaigns, is in development and scheduled for launch later this year.
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Bas de Vos, managing director of SKO, said: “We are delighted in our progress to deliver a complete view of TV and video audiences.
“The hybrid model developed by Kantar Media enables our clients to make more informed decisions on the performance of their campaigns, whilst maintaining a transparent, industry-accredited ratings currency for TV in the marketplace.”
Last September BARB announced the results from the beta launch of its TV Player Report – the UK’s first joint-industry, audited measure of viewing to online TV in the UK.
A stepping stone to the completion of BARB’s long-awaited Project Dovetail – a hybrid measurement system that will fuse BARB panel data and device-based data – the report provides official figures on the level of viewing to on-demand and live-streamed content through online TV Player apps.
