After a successful proof of concept, Finnish commercial broadcasters MTV Oy and Sanoma Media Finland have signed a contract with measurement specialist dataBreeders to develop the measurement of total TV advertising and go-to-market in 2023.

    Finland will be one of the first countries in the world to activate a Total TV currency in an effort to unify campaign measurement across all broadcast platforms. The total measure of TV advertising will be developed under a common entity which will be governed by commercial broadcasters in Finland (MTV, Sanoma and Warner Bros Discovery).

    The measurement of total television content has been available in Finland for five years. The new Total TV Advertising metric introduces modeling that improves the process by bringing unified contacts and deduplicated reach at the campaign level. Using multiple data sources, it combines data from the broadcaster’s ad server and current TV audience measurement.

    “Television measurement must be a benchmark: transparent, reliable and consistent. This is made possible by partners like Finnpanel. We are extremely excited to be one of the first in the world to activate the Total TV currency in the market,” said Anna Lujanen, Executive Director of Screenforce Finland.

    “We would like to thank the broadcasters, Screenforce Finland, Finnpanel and Pure X Media for the highly collaborative way in which they worked with us to build a concept that leverages broadcasters’ data assets. We are excited to now continue this partnership to provide to the Finnish market in 2023 a state-of-the-art system that will demonstrate broadcaster and linear VoD performance across all platforms,” added Andrea Mezzasalma, CEO of dataBreeders.

    Screenforce Finland members include over 16 TV channels, representing approximately 98% of Finland’s commercial TV market and €260 million in advertising sales (2021).

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