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Nielsen appointed by Nationaal Media Onderzoek to exclusively deliver cross-media monitoring in the Netherlands

3 minute read | August 2022

The Netherlands, Amsterdam, August 4, 2022 – Nationaal Media Onderzoek (NMO),
representing the interests of the Dutch media industry, and Nielsen (NYSE: NLSN)
today announced a five-year agreement under which Nielsen will be the exclusive
service provider of the Cross-Media Monitoring for TV, Radio and Digital.

Effective from 1st January 2023, Nielsen’s qualitative solution will bring to the Dutch
market, a cross-media view of all content and advertising campaigns broadcasted on
TV and Radio channels. Classification and harmonisation of digital campaigns will also
be part of the Cross-Media Monitoring solution that Nielsen will provide to NMO.

Nielsen’s solution combines its long standing international and local experience
monitoring TV, Radio and Digital content to provide media owners and other media
buyers with a granular dataset covering a daily view of what people viewed and listened
to. Media owners can then effectively monetize the content across media types, driving
revenue growth. The solution also enables media buyers to make informed inventory
decisions across media types with confidence, demonstrating better outcomes for

Sjoerd Pennekamp, managing director of SKO, on behalf of NMO, said: “Our cross-
media ambitions in the Netherlands benefit from one shared system where all media
content and advertising are monitored, classified and harmonised. From our tender
Nielsen came out on top with an approach that is robust and forward thinking. We look
forward to a successful collaboration.”

Denis Rochat, Nielsen Benelux Market Leader, stated: “In this new world of increasing
fragmented media landscape it is more complex than it has ever been to monitor
content. Independent, trusted, innovative monitoring is critical for media sellers and
buyers to analyze cross-media campaigns. We are delighted to have the trust of NMO
to expand our long-lasting collaboration.”

About the stakeholders:

Nationaal Media Onderzoek (NMO) is managed by three joint industry committees
(JIC’s) and VINEX:
• NOM (Nationaal Onderzoek Multimedia) – the publishing JIC responsible for the
reporting and publication of the official Netherlands readership currency.
• NLO (Nationaal Luister Onderzoek) – the radio and audio JIC responsible for the
reporting and publication of the official Netherlands audio trading currency.
SKO (Stichting KijkOnderzoek) – the TV and video JIC responsible for the
reporting and publication of the official Netherlands TV and video trading
• VINEX (Verenigde Internet Exploitanten) – the United Internet Operators
association, a Media Owned Committee.

About Nielsen:

Nielsen shapes the world’s media and content as a global leader in audience
measurement, data and analytics. Through our understanding of people and their
behaviors across all channels and platforms, we empower our clients with independent
and actionable intelligence so they can connect and engage with their audiences—now
and into the future.

An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than
55 countries. Learn more at and connect with us on social media.


Iben Spindborg Winther-Schmidt