Kantar and TNS NIPO Win Dutch Cross-Platform Contract

Stichting KijkOnderzoek (SKO), the industry body responsible for the reporting and monitoring of viewing behaviour in the Netherlands, has awarded WPP firms Kantar Media and TNS NIPO a four-year contract for the provision of cross platform ratings across the country.

Two weeks ago, SKO announced a contract with Kantar Media Audiences for the measurement of commercials on a wide range of digital platforms, establishing 'a marketwide, transparent, manageable standard'. The new announcement links digital with traditional TV metrics.

SKO has developed its own approach, the SKO Video Data Integration Model (SKO-VIM), which integrates data sources for a variety of video viewing behaviour. To deliver this approach, Kantar Media's measurement 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 browser or app, streamed or on-demand. The resulting data will be linked to census data for 'online TV and video', 'online commercials', and 'linear streaming', and SKO has already contracted other suppliers to provide these sources.

The final step is the integration of TV and online ratings into one overall rating: the VideoTotal, which is expected in the final quarter of 2015. SKO Director Bas de Vos (pictured) says that his organisation will be the first TV currency service to deploy a hybrid approach integrating panel and census data sources to provide a 'comprehensive' view of video consumption. Commenting on the contract, de Vos adds: 'The combined panel and census data will enable us to report accurate, transparent ratings on the viewing habits of the Dutch population for TV and Internet-only content.'

Web sites: www.kijkonderzoek.nl , www.kantarmedia-audiences.com and www.tns-nipo.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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