The four-year deal, which Kantar won following a competitive pitch, expands the scope of the existing radio measurement service first launched in 2007 in Denmark.

Kantar’s expanded remit includes using the latest portable measurement technology including a state-of-the-art smartwatch which features Bluetooth technology designed to capture listening both in and out of the home – and listening via headphones. 

As part of the deal, Kantar will cover national, regional and local radio stations,  underpinned by a 20 per cent increase in panel size.

Dennis Christensen, chairman of the radio measurement steering committee and head of DR Medieforskning, said: “The Danish radio market is complex with a combination of local, regional and national stations, as well as stations distributed via FM, DAB+ and online. 

“The new measurement service builds on a solid foundation and leverages new technology to ensure that the Danish radio industry has confidence in the numbers behind the listeners.”

Henrik Hansen, executive managing director Kantar Media Nordics & Baltics said: “Today, radio reaches 89 per cent of Danes aged over 12 on a weekly basis. With more than 250 stations being watermarked, the expanded service will equip our clients to unlock growth from Danish listeners across radio and podcast platform."