The new agreement for 2017-2021 replaces the existing contract with TNS Gallup/Kantar Media expiring at the end of 2016. “The changing behavior and multiple screens, players and formats are creating new and greater demands for our audience measurement. It is therefore with high expectations that we enter into this agreement with TNS Gallup which provides us with the most comprehensive measurement of total ratings across television and the web", said Mette Lehrmann, TV2 Research Manager and Chairman to the Danish TV audience measurement steering committee.
When TNS Gallup will deliver its new TV meter system in 2017, it will place Denmark ahead of other territories such as Sweden, Norway, Holland, the UK and the US that are also planning to improve measurement of TV programme viewing across multiple platforms.
According Lehrmann, the ability to gather good TV data analysis in Denmark is due to the good cooperation between TV stations and between distributors of broadcast TV.