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ATO - Asociace televizních organizací News Nielsen Admosphere is the new provider of crossplatform measurement

Nielsen Admosphere is the new provider of crossplatform measurement

16.11.2016

14 November 2016

Signing of the contract between the Association of TV Organizations (ATO) and Nielsen Admosphere has closed the public tender for the provider of electronic cross-platform audience measurement and media consumption in 2018-2022.

The project involves electronic measurement of the conventional live as well as time-shifted TV broadcast, newly linked up with the data on internet video viewing. All end devices playing video content shall be measured such as TV sets including Smart TVs, computers, tablets, mobiles, applications, or HbbTV. The data shall be supplemented with outputs of other surveys, with real-time audience data and other complementary measurement. 

“I am proud that we have decided on a modern, even if demanding, project. We are currently witnessing extensive technological changes that are necessary to get ready for in time. Beside powerful TV broadcast, online activities are on the rise and the ways TV and video content overall is watched are changing. People meters alone are not any more sufficient for measurement,” the managing director of the ATO Vlasta Roškotová stated.

One applicant entered the tender: the current provider Nielsen Admosphere. The research agency met all requirements and entry conditions of the ATO including formal requirements given by the public tender. The provider was selected last week based on the recommendation by a nine-member evaluation committee.

The chair of the committee Renata Týmová of Czech TV mentions the practicalities of the future project. “Crossplatform measurement responds to technological developments of the digital era in Europe as well as worldwide, to the changes of user behaviour and to the calls of the market for simplifying the process of media planning and buying. The new project takes a hybrid measurement approach and this significant extension from 2018 on also means significant increase in financial costs for ATO members,” Týmová remarks.  

“Crossplatform measurement is one of our priorities even though the actual implementation shall be demanding, so we have some hard work ahead of us. It is important that the quality of the people meter project is maintained at the same high level for the next five years. What we need to realize is that despite the mentioned development the main media for video content consumption is still the TV,” Monika Jančová of CET 21, the co-chair of the committee, stated.

The managing director of the Association of Media Agencies (Asociace mediálních agentur, ASMEA) Ondřej Novák emphasizes the concern of their clients, i.e. media agencies, for as comprehensive assessment of media behaviour of the Czech population as possible. This media behaviour is increasingly moving towards new, digital platforms. “We consider it important that the new project uses all possibilities that its assignment enables so that we achieve a robust, not only crossplatform but also a crossmedia source of information important for media planning and buying.”

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