GfK to Deliver Total Readership Insight for Dutch Market

In the Netherlands, the joint industry committee responsible for the national readership survey has hired GfK to integrate brand consumption data from newspapers and magazines with that from online published media.

The committee, known as NOM (Nationaal Onderzoek Multimedia), represents all leading newspaper and magazine publishers in the Netherlands. GfK will use data fusion to produce figures for total readership, including consumption of brands across all platforms (printed edition, PC / laptop, tablet, smartphone). The global agency will provide NOM with methodological consultancy and data science expertise to produce total readership on a quarterly basis, with the first publication expected at the end of this year.

NOM MD Irena Petric (pictured) comments: 'By fusing our print and online brand consumption data into a single metric, we can provide media and advertisers with instant access to performance across the full spectrum. This kind of complex data integration demands expert understanding and experience in combining substantial, multi-source data streams - and we are extremely pleased to be partnering with GfK on this'.

Web sites: www.nommedia.nl and www.gfk.com .

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