Combining panel-based and census-level (RPD from pay-TV STBs, smart TV sets, and server-side logs from streaming services) is becoming essential to modern audience measurement.

• Census-level data are necessary to measure today’s fragmented viewing behaviour, report use of medium- and long-tail programme content, and measure addressable advertising
• Panel data are necessary to determine coviewing (viewers per viewing household, VPVH) and to synthesise individual-viewer personas with demographics in census-level datasets, which do not report viewers, only devices or households.

Such fusion must be done carefully and with regard to reality. Furthermore, the correct approach varies by country. The entire exercise raises transparency and accuracy concerns. It has become and remains one of the most controversial topics in countries in which it was attempted.

We have expertise in multiple approaches and can implement, test and adjust them to produce auditable, justifiable, trusted results.