Fifty5Blue retains Norway audience measurement contract
July 6, 2026 13.01 Europe/London By Julian Clover


Fifty5Blue has been reappointed to provide Norway’s official television and online video audience measurement service after winning a competitive tender from the country’s leading broadcasters.

The new contract, which takes effect in 2028, will see the company deliver a next-generation cross-media measurement system covering both broadcast television and streaming services. The service will continue to act as the industry’s official viewing currency for broadcasters, advertisers and media buyers.

The upgraded system will combine in-home and out-of-home audience measurement to provide a more comprehensive picture of viewing behaviour. It will be based on a nationally representative panel of around 3,000 people, supported by a separate out-of-home panel of approximately 1,500 participants to measure viewing across different locations and devices.

The technology platform will incorporate Fifty5Blue’s latest People Meter and out-of-home measurement systems, while continuing to use Médiamétrie’s portable RateOnAir meter to measure television viewing outside the home.

John Richard Hewitt, Chair of the TVOV Steering Committee and Head of Audience Measurement at TV 2, said the agreement ensures the industry continues to operate from “one independent, transparent and comparable source of truth for viewing across channels and streaming.”

He added: “This builds trust in the viewing figures and provides advertisers with a solid basis for their investments. The process has been thorough, but the result demonstrates the value of the detailed work that has been carried out.”

Patrick Béhar, Global CEO of Fifty5Blue, said the new agreement represented “a meaningful upgrade in how audiences will be measured, combining Fifty5Blue’s latest meter technology with Médiamétrie’s RateOnAir solution to deliver a more complete picture of viewing, wherever it happens.”

Norway is regarded as one of Europe’s most advanced television markets, with broadcasters increasingly seeking unified measurement across linear television and streaming services. The TVOV service is jointly commissioned by NRK, TV 2, Warner Bros. Discovery and Viaplay Group and provides the official audience currency used by the Norwegian television industry.