Unified TV ad measurement to be launched in FinlandWednesday, January 25th, 2023
New Total TV advertising measurement to be launched in Finland
After a successful proof of concept, the Finnish commercial broadcasters MTV Oy and Sanoma Media Finland have signed a contract with measurement specialist dataBreeders to develop Total TV advertising measurement and currency to market in 2023. Finland will be one of the first countries in the world to enable a Total TV currency with the aim of unifying campaign measurement across all broadcast platforms. The Total TV advertising measurement will be developed under a joint entity that will be governed by commercial broadcasters in Finland (MTV, Sanoma and Warner Bros. Discovery).
Total TV content measurement has been available in Finland for five years. The new Total TV advertising measurement introduces a modelling which enhances the process by bringing unified contacts and de-duplicated reach on a campaign level. By using multiple data sources, it combines broadcaster adserver and current TV audience measurement data.
The measurement project has proven that broadcasters in Finland have high quality data. Another vital ingredient in the new modelling is the current linear TV data which is operated by Finnpanel.
“TV measurement has to be a gold standard: transparent, trustworthy and consistent. This is made possible by partners like Finnpanel. We are extremely excited to be one of the first in the world to enable Total TV currency to the market,“ says Anna Lujanen, Executive Director of Screenforce Finland.
Total TV combines linear television and broadcaster video on demand services. The Finnish Total TV advertising measurement project was launched in 2020 by the Finnish TV industry, and it has been led by Screenforce Finland. Leading cross media measurement consultants from Pure X Media have assisted in the process.
The Total TV advertising measurement will be developed under a joint entity that will be governed by commercial broadcasters in Finland (MTV, Sanoma and Warner Bros. Discovery).
“We would like to thank the broadcasters, Screenforce Finland, Finnpanel and Pure X Media for the highly collaborative way they have worked with us to build a concept that leverages the broadcasters’ data assets. We are excited to now continue that partnership to provide the Finnish market during 2023 with a state-of-the art system that will demonstrate the performance of Broadcaster VOD and linear across all platforms,” dataBreeders’ CEO Andrea Mezzasalma comments.
Screenforce Finland members have over 16 TV channels, representing approximately 98% of the Finnish commercial TV market and 260M€ in advertising sales (2021).