Eurosport Launches Audience Measurement Solutions

Sports broadcasting network Eurosport has launched a new TV audience measurement system, while claiming to be the first media owner to offer a pan-European audience panel. The firm has also introduced a new system to measure mobile Internet and mobile consumption.

Developed in partnership with data solutions firm Techedge and using its AdvantEdge ratings analysis tool, the new TV measurement system combines data collected by panels in eight different countries, to provide insight into viewers' media behaviour across Europe.

As a 'one-stop-shop' for TV metrics (including HD) across the continent, the service will be used for daily audience analysis during campaigns, while further behavioural analysis will be conducted to examine a wide range of demographic target groups.

Additionally, single source monitoring will track European TV trends across 3,500 channels measured by Eurosport's partners: BARB, AGF, MMS, SKO, TNS Gallup, AGB Nielsen Media Research, Arma Data, Auditel and Kantar Media.

The Internet and mobile system, which has been developed by web analytics specialist Nedstat (using its Sitestat and Stream Sense software), will measure Eurosport's network of 10 local language web sites, its mobile platform (iPhone and android) and its online TV service.

Vice Chairman Jacques Raynaud says that with this launch, Eurosport offers advertisers the 'most comprehensive and measurable' media platform in Europe.

'Our new solution provides crucial cross-media analysis, leveraging data to enable more targeted media planning and successful future multi-platform consumer campaigns,' Raynaud states. 'We have responded to the demands of our clients for greater accountability so they can book with confidence, knowing their campaign will be measurable with a mechanism for securing ROI.'

The system, which was tested during the Vancouver Olympics, will be used across Eurosport's portfolio of sporting events.

Web sites: www.eurosport-tv.com , www.grouptechedge.com and www.nedstat.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.