Netherlands leads the world in true cross-media measurement

30 March 2021

Kantar and Ipsos have been awarded the contracts to deliver the world’s first true cross-media total audience measurement solution in the Netherlands. Working in partnership with Nationaal Media Onderzoek (NMO), representing the interests of the Dutch Media Industry this cross-media measurement solution is the world’s first truly integrated audience measurement program. In combining audience viewing, listening, browsing and reading through a single, integrated system, it will deliver deeper insights to understand Dutch audiences and enable richer trading currencies for each media. The new approach will enable advertisers and agencies to optimize the performance of media channels – both in isolation and when combined in a cross-media campaign.

Kantar and Ipsos were appointed following a competitive tender process to collaborate and design a single integrated measurement system. The total media audience measurement solution will be the world’s most advanced service when it launches this year. It marks the biggest step change towards a total view of audience media consumption, enabling advertisers to better understand their consumers, improve the targeting of brand messages and determine how media triggers consumer purchase decisions – together maximizing ROI and delivering the building blocks for cross-media planning and evaluation.

Commenting on the announcement, Johan Smit, Director, Nationaal Media Onderzoek (NMO), said: “Today’s announcement marks an exciting new chapter in audience research in The Netherlands. Kantar and Ipsos proposed a strong and efficient approach with a design that will enable us to deliver total media audience measurement to the Dutch market. Together we have realized our vision for a cross-media solution that delivers deeper insights into the media behavior of the Dutch population.”

The announcement has drawn a positive reaction from the Dutch advertising industry:

Harry Dekker, Media Director, Unilever: “We are convinced that developments in media consumption combined with rapid changes of the media industry creates an urgent need for a paradigm shift in the way media is being planned and evaluated. This joined-up approach in The Netherlands will allow us to plan and optimize our media investments holistically based on trusted and relevant datasets.”

Serge Lupas, President, Media Division, Kantar, said: “Today’s announcement is a giant step closer to realizing one true cross-media currency. We are proud to be co-leading the development of this advanced solution that leverages world-leading technology and data science capabilities. We will deliver an integrated measurement solution that provides the building blocks for cross-media planning, buying and evaluation of content and advertising.”

Liz Landy, Global Head of Audience Measurement at Ipsos, added: “People have talked about cross-media measurement for a long time. But up to now the talk has been far louder than the walk. The Dutch JICs have succeeded where so many have failed in overcoming the many barriers to delivering this vision, which will measure media the way consumers and advertisers see and use it – regardless of platforms or media types. We very much look forward to delivering the first results; this project will be a real game changer.”

The chosen design for the Total Media Audience Measurement solution will be unveiled during webinars to be held on 14 April. Register now.

About the stakeholders:

Nationaal Media Onderzoek (NMO) is managed by the 3 joint industry committees (JIC’s) and VINEX:

  • NOM (Nationaal Onderzoek Multimedia) – the Publishing JIC responsible for the reporting and publication of the official Netherlands readership currency.
  • NLO (Nationaal Luister Onderzoek) – the Radio JIC responsible for the reporting and publication of the official Netherlands audio trading currency.
  • SKO (Stichting KijkOnderzoek) – the TV JIC responsible for the reporting and publication of the official Netherlands TV and video trading currency.
  • VINEX (Verenigde Internet Exploitanten) – the United Internet Operators association, a Media Owned Committee.