MTV, Sanoma Media tap dataBreeders for Total TV ad measurement

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 for the Finnish market this year.

Total TV combines linear television and broadcaster video on demand services. The Finnish Total TV advertising measurement project was launched in 2020 by the Finnish TV industry, and it has been led by Screenforce Finland. Leading cross media measurement consultants from Pure X Media have assisted in the process.

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

DataBreeders said the move meant that 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 the leading commercial broadcasters in Finland – MTV, Sanoma and Warner Bros. Discovery.

Andrea Mezzasalma

Total TV content measurement has been available in Finland for five years. However, the new Total TV advertising measurement introduces modelling which is said to enhance the process by bringing unified contacts and de-duplicated reach on a campaign level. By using multiple data sources, it combines broadcaster ad-server and current TV audience measurement data, according to dataBreeders.

The company said that the measurement project has proven that broadcasters in Finland have high quality data. It said another key ingredient in the new modelling is the current linear TV data which is operated by Finnpanel.

“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,“ said 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,” said dataBreeders’ CEO Andrea Mezzasalma.