HOLLAND: Listening surveys revolutionised

The Nationaal Media Onderzoek (NMO) is the national media research conducted in the Netherlands by the research companies Kantar and Ipsos.
The Nationaal Media Onderzoek (NMO) is the national media research conducted in the Netherlands by the research companies Kantar and Ipsos. The survey integrates all platforms: television, radio, print and online. Source

A world first is about to be launched in the Netherlands. For the first time, listening will be measured by integrating all platforms (television, radio, press and online) into a single survey, replacing the current standards. This will be carried out by two market research giants, Kantar and Ipsos, which won the tender launched by the investors’ associations. The two companies will work closely together to create the NMO-Nationaal Media Onderzoek (National Media Research). In the course of 2021, the introduction of NMO will take place in phases and the first data will be published, which can be used immediately by agencies, advertisers and media operators. Several systems will be used to accurately map online viewing, reading and listening: for radio, there will be a smartphone app (MediaCell by Ipsos) that passively measures listening behaviour across all devices and platforms, as well as online behaviour with the smartphone. For TV, Kantar’s People Meter 7 will be used. For online, the Focal Meter, a router (with which the sample households will be equipped) will measure all distributed IP content. Additional datasets will be added on those who watch TV via websites and apps on devices other than TV or read newspapers and magazines online.

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