TV 2, DR, Nordic Entertainment Group, Discovery Networks and Nielsen Denmark on a new measurement of viewership on TV and streaming from 1 January 2022.
After more than a year of thorough preparation, Denmark will receive per. January 1, 2022 a new viewer survey, which the international analysis company Nielsen is responsible for. The agreement with Nielsen, which applies until 2026, has been entered into with TV 2, DR, Nordic Entertainment Group (NENT) and Discovery Networks, and since then Disney has also wanted to be part of the survey. This is the first time in 30 years that the Danish viewer survey has a new supplier.
This is a new measurement for a new era, where Danes’ viewing habits and media use are becoming increasingly digital. Therefore, the new viewer survey has increased focus on the Danes ‘changed media habits, more screens, more content types, streaming viewing and new actors, says the chairman of the TV stations’ joint steering group for the viewer survey, Frederik Barnholdt, team manager for Market & Performance Measure at TV 2 .
Viewer behavior in Danish homes is changing rapidly. For example, almost every fourth household in Denmark no longer has a traditional TV package, and the complex behavioral patterns place increased demands on ensuring even more accurate measurement of consumption.
Frederik Barnholdt states that Nielsen must continue to deliver a solid measurement of traditional television in Danish homes. This measurement will be supplemented from 1 January by a new reporting of consumption on both Danish streaming services such as DRTV and TV 2 PLAY and on international streaming services as well as on social media video content.
We are ready for a poll with a fully-fledged TV and streaming panel of 1,750 households – the highest number ever in the history of viewer polls. In addition, Nielsen is using a new streaming meter, which via the router in the households measures the video transmission on all devices – smartphones, tablet, computer, chromecast and all other devices – in the household. We look forward to diving into the numbers and continuously improve and refine the measurement, says Frederik Barnholdt.