Finland to Launch New Total TV Advertising Measure

Finnish commercial broadcasters MTV Oy and Sanoma Media Finland have signed a contract with data integration and research consultancy services provider dataBreeders to develop Total TV advertising measurement and currency, which will launch in 2023.

Total TV content measurement has been available in Finland for five years, and the Finnish Total TV advertising measurement project was launched in 2020 by the Finnish TV industry, led by Screenforce Finland (the country's trade body for commercial TV), supported by media measurement consultants from London-based advertising, audience measurement and research business, Pure X Media.

This new Total TV advertising measurement introduces modelling which adds unified contacts and de-duplicated reach on a campaign level, and combines broadcaster adserver and current TV audience measurement data. In addition, the new modelling includes current linear TV data from TV viewing and radio listening specialist Finnpanel, which is owned by AGB Nielsen Media Research and Kantar TNS Oy.

The service will be developed under a joint entity that will be governed by commercial broadcasters in Finland (MTV, Sanoma and Warner Bros. Discovery). Andrea Mezzasalma (pictured), founder and CEO of Milan, Italy-based dataBreeders, comments: 'We would like to thank the broadcasters, Screenforce Finland, Finnpanel and Pure X Media for the highly collaborative way they have worked with us to build a concept that leverages the broadcasters' data assets. We are excited to now continue that partnership to provide the Finnish market with a state-of-the art system that will demonstrate the performance of broadcaster VOD and linear across all platforms.'

Web sites: www.databreeders.com , www.screenforce.fi and www.purexmedia.com .

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