Fifty5Blue Extends Norway Video Ad Currency Contract

Norway's major broadcasters and media owners have renewed the contract for Fifty5Blue, formerly known as Kantar Media, to provide the country's official TV and online video audience measurement (TVOV).

TVOV is Norway's official ad currency for viewing, and is administered by a Steering Committee consisting of representatives from four companies: NRK, TV 2, Warner Bros Discovery and Viaplay Group, who have jointly entered into the new agreement with Fifty5Blue, following a competitive tender process.

The new contract starts in 2028, and will deliver a 'next generation' cross media measurement system incorporating audiences for broadcast and streaming, in-home and out-of-home. The service will use a nationally representative panel of c.3,000 individuals for core measurement, plus a dedicated out-of-home panel of c.1,500 individuals. Upgraded tech for the news service will include Fifty5Blue's People Meter and OOH measurement solutions, and the company will continue a partnership with Médiamétrie, deploying the latter's RateOnAir meter for 'precise' measurement of OOH exposure.

TNS Gallup - since absorbed into Kantar Media - last announced a major extension of the contract ten years ago. John Richard Hewitt (pictured), leader of the Steering Committee then and now, and currently Head of Audience Measurement at TV 2, said in a statement: 'A joint TV measurement provides figures you can actually trust. That is why it is so important for us to have entered into a contract with Fifty5Blue for the next generation of TVOV measurement. It ensures that the industry operates with one independent, transparent and comparable source of truth for viewing across channels and streaming. This builds trust in the viewing figures and provides advertisers with a solid basis for their investments.'

Patrick Béhar, Global CEO of Fifty5Blue, adds: 'Norway is one of Europe's most advanced television markets, and we are proud to continue as its trusted measurement partner. This new agreement is not simply a renewal, it represents a meaningful upgrade in how audiences will be measured, combining Fifty5Blue's latest meter technology with Médiamétrie's RateOnAir solution to deliver a more complete picture of viewing, wherever it happens.'

Web site: www.fifty5blue.com .