Kantar and Ipsos Go Dutch for Total Audience Contract

Kantar and Ipsos have been awarded contracts to deliver what they say is the 'world's first true cross-media total audience measurement solution', in the Netherlands. The contracts combine measurement of viewing, listening, browsing and reading in a single, integrated system.

Working in partnership with Dutch media joint industry committee the Nationaal Media Onderzoek (NMO), the cross-media measurement solution will provide an integrated audience measurement programme. Following a competitive tender process, Kantar and Ipsos were appointed to collaborate on design of the system, which aims to help advertisers understand consumers, improve targeting and determine how media triggers consumer purchase decisions. The firms say users will be able to optimise the performance of media channels both in isolation and when combined in a cross-media campaign.

Commenting on the news, NOM Director Johan Smit (pictured) said: 'Today's announcement marks an exciting new chapter in audience research in the Netherlands. Kantar and Ipsos proposed a strong and efficient approach with a design that will enable us to deliver total media audience measurement to the Dutch market. Together we have realised our vision for a cross-media solution that delivers deeper insights into the media behaviour of the Dutch population'.

Web sites: www.kantar.com , www.ipsos.com and www.nommedia.nl .