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NMO to release ‘total video’ audience data with enhanced insights into what people watch

New service powered by upgraded technology and a larger panel supplied by Kantar Media.

The release of data from the Netherland’s new NMO Kijkonderzoek (Total Video Audience Measurement) will begin on Monday 28th August.

The new service, operated by Kantar Media, delivers more granular viewing data and enables the introduction of new advertising methods, such as addressable video. The panel will soon report on online viewing behaviour across all devices and out of home to achieve ‘total video’ measurement.

The NMO Kijkonderzoek (Total Video Audience Measurement) is based on a panel of 1,650 households, representing a 24% increase to the previous service. The final goal is a panel size of 1,850 households from January 2024 (comprised approximately 3,900 people, aged 6+).

An expanded panel enables more reliable and stable reporting of the data. At a later stage the panel will be accompanied by an extra 2,800 members from Ipsos’ Multimedia Panel. This panel will enable NMO to report on out-of-home viewing and eventually incorporate audio listenership into the cross-media service.

The new service will be launched in three stages.

Stage #1: linear viewing on main television screen

Firstly, NMO Kijkonderzoek (Total Video Audience Measurement) measures viewing of linear television channels on the main television set. As with the previous service, live and delayed viewing of programs and advertising is included up to and including six days after broadcast. The main difference is a larger panel and the use of a new viewing meter: Kantar Media’s People Meter 7 - the latest generation meter on the market. This new meter looks like a tablet, features interactive technology to boost panellist engagement and delivers more granular audience measurement data. Panel registration has also been simplified. Stage #1 will be launched on 28 August.

Stage #2: online viewing through web and apps

The second stage includes in-home online video consumption and media behaviour on smart TV’s, tablets, smartphones and computers via Kantar Media’s Focal Meter. The Focal Meter connects to a home broadband router and measures video viewing from sources specified in advance such as television channels, VOD services and/or apps from broadcasters, publishers, operators and video sharing platforms. The Focal Meter is based on a whitelist and cannot measure other online consumption to guarantee the privacy of all panel members. 

Stage #3: increased panel size and out-of-home viewing

In the third and final stage, viewing data from the Kantar Media panellists is enriched with viewing behaviour of the respondents from Ipsos’ Multimedia Panel. This measurement is operated with Ipsos’ MediaCell+ app. This app is installed on the smartphone of the panel member and passively measures out-of-home viewing (such as viewing while travelling, at work or in a restaurant) via audio matching. The introduction of this phase will be communicated at a later date.

Publication of final viewing figures

With the growth of on-demand availability and consumption, audiences are benefiting from the choice to watch programs when and how they choose.  Many programs that are valued by audiences shine in the days after their first or live broadcast, as the audience find the moment that suits them or watch on other devices, screens and platforms.

We have seen an increase in the share of viewing which is delayed after the original broadcast.  In stage #2 of the new service, it will be possible to measure and report all delayed viewing across all online devices, alongside viewing on the main television screen. This represents a significant leap forward, but one that will take several days to calculate and verify.

NMO has therefore decided to publish the viewing figures six days after the first linear broadcast as final viewing figures; together with the addition of delayed viewing and online viewing. NMO will only publish the final figures. Stakeholders that use the data for evaluations of TV campaigns will have access to provisional viewing figures (immediately after the day of broadcasting). TV channels are allowed to publish these provisional viewing figures externally only under (strict) conditions.

Patricia Sonius, director of research NMO, commented: “We will soon measure viewing behaviour on all possible devices and platforms, this includes viewing through the main television screen and viewing on all other connected devices and platforms.  This new service will see the Netherlands become one of the first markets in the world to measure and report on the totality of viewing – across all platforms and devices. Reporting only linear viewing behaviour has not been sufficient for a long time and can result in incorrect interpretations of the figures. We can provide a much more meaningful evaluation of the true value of programs to broadcasters, advertisers and ultimately audiences if we consider all viewing after the moment of broadcasting and viewing on other devices and platforms.

Louise Ainsworth, Executive Managing Director (EMEA), Kantar Media said: “Today’s announcement is a testament to Kantar Media’s ongoing commitment to delivering integrated audience measurement solutions to the Dutch market – making the Netherlands one of the most advanced media measurement markets in the world. This new service responds to rapidly changing viewing behaviours and will provide the Dutch media industry with reliable measurement for planning, buying and evaluation of video content and advertising.”