Kantar to Add Online Viewing to Danish TV Metrics

Denmark's National TV Steering Committee and Kantar Media have announced plans to enhance the country's existing TV Audience Measurement (TAM) service with the inclusion of TV viewing on PCs, smartphones, and tablets from 2013.

A year ago, TNS Gallup, part of the Kantar Media network, won a continuation of its contract to provide the currency for measurement of TV audiences in Denmark, taking it up to the end of 2015.

For the new initiative, the TV Steering Committee - comprising DR, TV 2, Viasat, SBS TV, Discovery, Turner Broadcasting System & Viacom International Media Networks - will use Kantar Media's VirtualMeter technology to record the online TV viewing habits of existing panel households. Resulting audience figures will be available from next year.

Mette Lehrmann (pictured), Head of Research at TV 2 and Chairman of the TAM steering committee, comments: 'As broadcasters, we wanted to ensure that the industry continues to receive audience figures of the highest quality capturing viewing habits of the Danish population. This enhanced service will measure TV content on PC's, smart phones and tablets, ensuring audience measurement in Denmark is fit for the future.'

TAM's service in Denmark, which went live in 1992, joins other markets including the UK, Singapore and Switzerland, to build a service designed to help understand the changing TV eco-system.

Web site: ww.kantarmedia-audiences.com .