Providing Denmark's largest private TV station with insights into its growing digital presence

TV2 is Denmark’s largest private TV station. Already in possession of valuable insights from linear TV, growing digital presence created a need for similar insights on the web. In isolation, knowledge from linear TV is valuable for advertisers, but knowing the digital audience is too. The digital audience presents an added challenge in that audiences interact with the web through different devices. We were up to the challenge, because of our unique system – AudienceReport – that enables distinction between exposure on different devices. To provide TV2 with the information they needed about the reach of their digital properties in different target groups, AudienceProject measured and analyzed thousands of users’ behavior on TV2’s different platforms. After this, a number of the most relevant target groups were joined and presented in reach graphs.