The company claimed SKO will be the first TV currency to deliver reach and GRP’s (gross ratings points) for advertising campaigns and commercials beyond the main screen.

The campaign data forms part of SKO’s Video Data Integration Model, integrating data sources for all television viewing. A Total Video rating, fusing extended TV ratings with existing data and measurement of online video campaigns is being developed and is due to launch later this year.

Measurement of online TV and video campaigns and commercials allows advertisers, agencies and broadcasters to value and analyse viewing across tablets, smartphones and PC’s. Data is now being released to the market, initially from RTL, SBS, STER, Sanoma and Disney. Programme data has been delivered daily since early January 2016.

Andy Brown, CEO and chairman at Kantar Media, said: “Hybrid approaches to measurement are fast becoming the chosen route in many of the markets we operate in across the world. Our blueprint for audience measurement firmly places high quality data integration and high quality panels at the centre to deliver Total Video. We are breaking new ground with SKO to deliver a complete view of TV and video consumption.”