Ipsos to Power New Cross-Media Measurement Initiative in Flanders
Paris, May 16th, 2024 — Ipsos, one of the world’s leading market research companies, is proud to announce its selection by the Cross Media Consortium (XMC) to develop and implement the Cross Media Panel (XMP) in Flanders.
This initiative marks a significant step forward in understanding media consumption across platforms and devices, empowering Flemish media companies to adapt to evolving audience behaviours and compete effectively in the digital age.
Comprehensive Solution for the Modern Media Landscape
The XMP, set to launch in 2025, will provide invaluable insights into how Flemish audiences consume audio, video, websites, and social media across various devices throughout the day. By leveraging a representative panel of 1,500 individuals, Ipsos will gather comprehensive data on media usage, offering a holistic view of audience reach and engagement across different platforms. The measurement of media consumption behaviour will be powered by Ipsos’ proprietary MediaCell+ technology, a software-based solution that panellists will install on their devices.
Building on Global Expertise and Innovation
Ipsos brings extensive experience in media research and cross-media measurement to this project. Our team in the United Kingdom, which has successfully implemented similar panels for the BBC and NMO in the Netherlands, will provide valuable support and expertise. Our cutting-edge technology, with the smartphone as a central measurement tool, ensures accurate and reliable data collection.
Gerd Callewaert, Managing Director of Ipsos Belgium, expressed his enthusiasm for the project: "The way people consume media has undergone a dramatic transformation in recent years, necessitating new measurement approaches. Ipsos has been at the forefront of this evolution, investing in innovative solutions for cross-media measurement. We are thrilled to partner with XMC and contribute our expertise to this important initiative."
Collaboration for a Stronger Flemish Media Ecosystem
The XMP project, supported by a €4 million contribution from the Flemish Government's 'Flemish Resilience' recovery funds and a €1.7 million investment from Flemish media groups, demonstrates a strong commitment to collaboration within the industry. By working together, stakeholders can ensure the continued relevance and financial viability of the Flemish media sector.
Tim VanDoorslaer, Chairman of XMC and DPG Media, emphasised the significance of the project: "The XMP represents a crucial step forward for Flemish media. After extensive planning and preparation, we are excited to move into the implementation phase with Ipsos as our trusted partner. This project will equip us with the insights needed to navigate the evolving media landscape and deliver engaging content to our audiences."
To learn more about this exciting new initiative and what it means for the future of cross-media measurement in Flanders, reach out to our experts:
- Gerd Callewaert, Managing Director, Ipsos Belgium: [email protected]
- Jim Ford, Global Commercial Director: [email protected]
