TV2 is the largest private TV station in Denmark. It has detailed knowledge of its ability to generate reach in specified target groups through linear TV. This is, of course, extremely relevant information for advertisers.
ADDRESSING THE ISSUES
TV2, however, had less knowledge about its growing digital presence. The fact that users interact with different web content on many different devices makes data collection particularly challenging.
To generate information about the ability of TV2´s digital properties to generate reach in different target groups, Epinion helped measure and analyse several thousand users´ traffic behaviour on TV2´s platforms and then consolidated this into one-month reach curves for a number of the most relevant target groups.
This study enabled TV2 to gain a better insight into their growing digital presence, allowing them to make better, more strategic decisions.