Nielsen and Danish TV broadcasters extend viewer measurement contract

Nielsen, a global player in audience measurement, data, and analytics, and the Danish broadcasters (TV 2 Danmark, DR, Viaplay Group, and Warner Bros. Discovery), have announced the extension of the current contract for the official measurement of viewers in Denmark.

This renewed agreement secures the continuation of Nielsen’s comprehensive audience measurement services, serving as the trusted currency for the Danish television market, through to 31 December 2029.

This extension underscores the collective commitment of the Danish broadcast industry and Nielsen to robust, independent, and accurate audience data. The Measurement of Viewers in Denmark provides essential insights for content creators, advertisers, and media agencies, enabling informed decisions and driving the vitality of the Danish media landscape.

Chantale Coulombe, Audience Measurement Leader, Nielsen Media Denmark: “We are incredibly proud to continue our partnership with the Danish broadcasters. This extension is a testament to the strong collaboration and mutual trust we have built over recent years. It reinforces our dedication to providing the most reliable and innovative audience measurement solutions, ensuring the industry has the accurate insights it needs to thrive in an evolving media environment.”

Annette Tronebæk Thuen, Chairperson, Danish Media Owner Committee: “The continuity of Nielsen’s audience measurement is fundamental to the stability and transparency of the Danish TV and streaming market. As media consumption habits continue to evolve, having a consistent, continuously evolving and universally accepted currency is more critical than ever. Viewing habits are shifting towards streaming, and it is essential to continue the ongoing development of digital measurements. The extended agreement ensures we can continue to make data-driven decisions that benefit both viewers and the broader industry and we encourage other media entities in the Danish market to pursue the benefits of being measured.”

The continued partnership will focus on delivering a comprehensive, representative, and future-proof measurement system that adapts to new viewing behaviours and technological advancements, maintaining its role as the industry standard.

www.nielsen.com

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