Commercial broadcasters launch cross-platform ad measurement in Finland

Commercial broadcasters launch advanced measurement for cross-platform advertising in the Finnish market

In recent years, advertisers have called for unified campaign metrics across all platforms and media. The new SpotOn measurement reports profiled contacts, reach and frequency across different devices. Finland is one of the first countries in the world to successfully measure unified campaign metrics across all broadcast platforms.

The SpotOn measurement incorporates advertising on broadcasters’ TV channels, streaming services and online video. The method and modelling behind the measurement is developed by dataBreeders, with whom Finnish commercial broadcasters MTV Oy and Sanoma Media Finland signed a multi-year contract back in 2022. The SpotOn measurement uses broadcaster ad server data, TV meter spot data and streaming data from router meters (operated by Finnpanel). A bespoke reporting tool has been created, reporting unified contacts and de-duplicated reach on a campaign level daily and in all key target groups.

The new SpotOn measurement has been developed as a joint industry project involving all the Screenforce Finland member companies (MTV Oy, Sanoma Media Finland, Warner Bros. Discovery and The Walt Disney Company Nordic & Baltics). The development project consisted of many phases starting from a comprehensive request for proposals and continued by a proof of concept. After a successful testing phase in May 2023 dataBreeders delivered a currency-grade measurement, after which the broadcasters and dataBreeders collaborated further on the reporting tool and documentation.

The newly appointed Head of the SpotOn measurement will be Riina Aho, who has an extensive career in media, research and measurement in Finland. “SpotOn provides useful information to help you analyse advertising campaigns more effectively. The key features of SpotOn measurement are reliability and transparency, as well as other common quality standards. To reinforce transparency, the measurement methodology has been validated by an external contractor. The measurement is open to others joining, if they meet with technical criteria.” says Riina Aho.

Screenforce Finland members have over 15 TV channels, representing all the measured Finnish commercial TV market and 250M€ in advertising sales (Screenforce commercial TV landscape report, 2023).