Nielsen Extends Run as Denmark's Ad Currency Provider

Denmark's broadcasters have extended Nielsen's contract to provide the country's official viewing currency, until the end of 2029.

The coalition of broadcasters, which includes TV 2 Danmark, DR, Viaplay Group and Warner Bros. Discovery, awarded a contract to Nielsen in June 2020, to last five years beginning January 1st 2022. This entailed a hybrid solution combining the ratings giant's its single source panel with census-based measurement to track how people engage with video across broadcast and streaming platforms.

The latest extension adds another three years, and will focus on delivering 'a comprehensive, representative, and future-proof measurement system that adapts to new viewing behaviour and technological advancements, maintaining its role as the industry standard.'

Chantale Coulombe (pictured), Audience Measurement Leader for Nielsen Media Denmark comments: 'We are incredibly proud to continue our partnership with the Danish broadcasters. This extension is a testament to the strong collaboration and mutual trust we have built over recent years. It reinforces our dedication to providing the most reliable and innovative audience measurement solutions, ensuring the industry has the accurate insights it needs to thrive in an evolving media environment.'

According to Annette Tronebæk Thuen, Chairperson for the Danish Media Owner Committee, 'The continuity of Nielsen's audience measurement is fundamental to the stability and transparency of the Danish TV and streaming market... The extended agreement ensures we can continue to make data-driven decisions that benefit both viewers and the broader industry and we encourage other media entities in the Danish market to pursue the benefits of being measured.'

Web site: www.nielsen.com .