Kantar renews Danish radio audience measurement contract

After a competitive tender process, the Danish broadcasters DR, Bauer Media, Danske Medier and Radio 4, today announce the appointment of Kantar for the continued measurement of radio audiences in Denmark until at least 2028. 

The expanded service deploys 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. The refreshed service covers national, regional and local radio stations and will be underpinned by a 20% 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 “We are excited to be working with the Danish broadcasters to extend our partnership which began over forty years ago. Since the first measurement in 1988, we have advanced the solution, using technology and our versatility to enrich our clients' understanding of the Denmark’s dynamic radio space. Indeed, today, radio reaches 89% 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 platforms.”