Kantar Media’s Focal Meter powers NMO Online, the new standard for online ratings in The Netherlands.
Kantar Media’s Focal Meter powers NMO Online, the new standard for online ratings in The Netherlands.
On January 8th, NMO (Nationaal Media Onderzoek), the initiative of organizations for media audience measurement in the Netherlands, launched its new standard for online ratings: NMO Online.
NMO Online provides insights into the usage and reach of all tagged IP content paving the way for total cross-media audience measurement in the Netherlands. The new standard is powered by Kantar Media’s Focal Meter, a meter connected to the in-home WiFI router that measures web traffic from all devices present in the household.
Kantar Media’s Focal Meter tracks and measures all tagged IP content including streaming across the home network, offering cross-media capabilities. Once tagged, viewing on personal devices (e.g. smartphones and tablets) is tracked and measured both in and out of home.
The launch of NMO online is the first phase of a three-phase project leading, ultimately, to the roll-out of its total cross-media audience measurement solution. Kantar Media has been commissioned to provide data on online viewing on top of the linear television audience measurement it is already providing through People Meter 7. To do so, 1,900 Kantar Media’s Focal Meters have been installed in a household panel.
Combining insights from Focal Meter and People Meter 7 with data science
Beyond data sourcing, Kantar Media also provides data science services enabling NMO to unlock value from the totality of its dataset. – Combining data science, panel data and census data altogether makes it possible to report reach figures for the long tail of all tagged IP content with small audiences, reducing zero-ratings, all without the need for very large panels.
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Patricia Sonius , Research Director, NMO, commented on the launch: “The publication of the online dataset is in line with a now long series of innovations and improvements that NMO has implemented in all reach studies. We have built a solid foundation for our cross-media ambitions. For NMO Online we have opted for a hybrid approach in which we combine panel data and census data, which clearly distinguishes us from other online datasets. Making that combination, connecting different sources, is a complex process. I am therefore extremely proud of the result, which allows us to provide the market with a reliable objective standard.”
Liesbeth Nekkers , Head of Client Service of Kantar Media in the Netherlands, commented “By powering NMO Online, we are reinforcing our commitment to deliver integrated audience measurement solutions to the Dutch market. We are proud that our innovative Focal Meter fuels this new standard that will provide the Dutch media industry with reliable measurement for planning, buying and evaluation of media content and advertising.”
About Kantar Media’s Focal Meter
Focal Meters are connected to in-home WiFi routers, enabling us to measure which content is consumed on every screen in the household. Kantar Media’s Focal Meter is the most widely used audience measurement router meter globally with 27,000 Focal Meters deployed in 12 countries.
To learn more about Focal Meter, contact us on https://www.kantar.com/contact/audience-measurement-general