Commercial broadcasters launch cross-platform ad measurement in Finland
October 22, 2024 14.00 Europe/London By Broadband TV News Reporter


Commercial broadcasters in Finland have launched an advanced measurement system for cross-platform advertising.

The new SpotOn measurement reports profiled contacts, reach and frequency across different devices. Finland is one of the first countries in the world to successfully measure unified campaign metrics across all broadcast platforms.

The launch follows calls for a unified campaign metrics across all platforms and media.

The SpotOn measurement incorporates advertising on broadcasters’ TV channels, streaming services and online video. The method and modelling behind the measurement has been developed by dataBreeder as part of a 2022 contract with Finnish commercial broadcasters MTV Oy and Sanoma Media Finland.

The SpotOn measurement uses broadcaster ad server data, TV meter spot data and streaming data from router meters (operated by Finnpanel). A bespoke reporting tool has been created, reporting unified contacts and de-duplicated reach on a campaign level daily and in all key target groups.

The new SpotOn measurement has been developed as a joint industry project involving all the Screenforce Finland member companies (MTV Oy, Sanoma Media Finland, Warner Bros. Discovery and The Walt Disney Company Nordic & Baltics). The development project consisted of many phases starting from a comprehensive request for proposals and continued by a proof of concept. After a successful testing phase in May 2023 dataBreeders delivered a currency-grade measurement, after which the broadcasters and dataBreeders collaborated further on the reporting tool and documentation.

The newly appointed Head of the SpotOn measurement is Riina Aho, who has an extensive career in media, research and measurement in Finland. “SpotOn provides useful information to help you analyse advertising campaigns more effectively. The key features of SpotOn measurement are reliability and transparency, as well as other common quality standards. To reinforce transparency, the measurement methodology has been validated by an external contractor. The measurement is open to others joining, if they meet with technical criteria,” says Aho.

Screenforce Finland members have over 15 TV channels, representing all the measured Finnish commercial TV market and €250 million in advertising sales.