Advanced Television

Finland: New Total TV ad measurement

January 25, 2023

After a successful proof of concept, the Finnish commercial broadcasters MTV Oy and Sanoma Media Finland have signed a contract with measurement specialist dataBreeders to develop Total TV advertising measurement and currency to market in 2023.

Finland will be one of the first countries in the world to enable a Total TV currency with the aim of unifying campaign measurement across all broadcast platforms. The Total TV advertising measurement will be developed under a joint entity that will be governed by commercial broadcasters in Finland (MTV, Sanoma and Warner Bros Discovery).

Total TV content measurement has been available in Finland for five years. The new Total TV advertising measurement introduces a modelling which enhances the process by bringing unified contacts and de-duplicated reach on a campaign level. By using multiple data sources, it combines broadcaster adserver and current TV audience measurement data.

“TV measurement has to be a gold standard: transparent, trustworthy and consistent. This is made possible by partners like Finnpanel. We are extremely excited to be one of the first in the world to enable Total TV currency to the market,“ says Anna Lujanen, Executive Director of Screenforce Finland.

“We would like to thank the broadcasters, Screenforce Finland, Finnpanel and Pure X Media for the highly collaborative way they have worked with us to build a concept that leverages the broadcasters’ data assets. We are excited to now continue that partnership to provide the Finnish market during 2023 with a state-of-the art system that will demonstrate the performance of Broadcaster VoD and linear across all platforms,” added dataBreeders CEO Andrea Mezzasalma.

Screenforce Finland members have over 16 TV channels, representing approximately 98 per cent of the Finnish commercial TV market and €260 million in advertising sales (2021).

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