Kantar Wins Belgian Internet Measurement Contract

In Belgium, the Centre for Information on the Media (CIM) has awarded Kantar Media-owned TNS its new National Internet Measurement contract, with traffic from mobile devices and online TV viewing figures included for the first time.

Through the contract, which commences on 1 November 2012, Kantar Media will produce the National Internet Traffic study. This will involve providing monthly reach data and daily audience estimates based on the online activity of a panel of 10,000 Internet users in Belgium.

In addition to measuring web pages and apps such as video and audiostreams, the service will also audit traffic from mobile devices and online video measurement (both live and on demand).

Belgium has been conducting countrywide Internet measurement since 2000, and the CIM, the Joint Industry Committee (JIC) responsible for currency research into all above-the-line media, uses the study to provide advertisers with insight into consumers' online behaviour.

Stef Peeters, CIM MD, comments: 'Via its international network, Kantar Media's technology ensures in-depth monitoring of the measurement of mobile devices, as well as video and audio streaming. In addition, the company's panel approach delivers the necessary methodological stability to publish monthly reach figures and daily audience estimates, all of which are essential in today's fast-paced world of digital advertising.'

In servicing the contract, Kantar Media will use technology acquired in early 2011 with audience measurement company Spring.

Web sites: www.i-jic.org and www.kantarmedia-audiences.com .