ATO signs contract to implement Mobile TV Audience Measurement
16. 4. 2025
On 11th April 2025, the ATO signed a commercial contract with ResSOLUTION Group to implement mobile TV audience measurement for the period 2025-2030.
The aim of the ATO’s Mobile TV Audience Measurement is to measure TV audiences outside the home in areas such as second homes, restaurants and public productions. The project will be implemented using an exclusive ATO panel size of at least 1200 respondents (with a daily net panel size of at least 1000 individuals) and will enrich the output data of the existing Cross-Platform Electronic TV Audience and Content Consumption Measurement (PCEM) project by adding a missing link of viewing behaviour of the Czech population in previously unmeasured locations outside the home. At the same time, this innovation ensures that TV measurement is enriched with additional measurement technology and extends beyond households with a TV set.
The preparation of the ATO research project took more than a year and a half and the choice of the supplier was a part of a transparent tender process. The key factors in the selection were not only the supplier’s professional competence, but also the successful testing of the implementer’s technology in Czech conditions, which was in the case of the chosen solution carried out by the renowned foreign auditing firm CESP.
The winner and ATO’s contractual partner, the research agency ResSOLUTION Group, was selected on the basis of its guarantee of long-term specialisation and experience in the research field and as a supplier of the unique Czech solution ReDAM (ResSOLUTION & DCore Audience) for mobile measurement of video content developed in cooperation with its partner company, DCore Software. The technology was tailored to the ATO’s requirements and meets high international standards for data collection and analysis, which was confirmed by the CESP test. In addition to this test, another international expert authority, the UK-based Pure X Media, was consulted on the project methodology. ResSOLUTION Group is a member of SIMAR, the association of research agencies that guarantees the highest ethical and professional standards in the field of research implementation.
“We hope that the project will expand the existing measurement of TV audience and will allow to map its previously unmeasured sections. The partnership with innovative Czech companies (ResSOLUTION Group and DCore Software) brings new perspectives that will significantly contribute to the improvement of data and will be crucial for future decision-making in the field of media strategies. The ATO greatly appreciates the opportunity to develop tailored measurements for the Czech TV market with local suppliers and considers the new project to be an important part of a future modular TV audience measurement solution that will embrace multiple components. Signing this agreement is one of the important steps in our efforts to advance measurement in the era of changing TV viewing behaviour,” said Michal Jordan, Managing Director of ATO.
The contract was signed at the same time as the preparatory work started. The ResSOLUTION Group expert team is currently preparing the roll-out of mobile measuring, which is already under intense focus. The output data of the ReDAM project will be an important extension to the existing outputs of the PCEM project. Linking the data of these two projects will be implemented through a data fusion provided by Nielsen (the current PCEM measurement provider), with the data being made available to end users within the standard PCEM analytical tools (Adwind Kite). The extension of the project also includes a data model developed to feed the resulting data with information on the tracking by end device type based on additional inputs.
“We highly appreciate that the ATO has chosen us to implement such an important project,” confirms Tomáš Hynčica, Managing Director of ResSOLUTION Group. “The contract for mobile metering is not only a commitment for us, but also a promise for further successful cooperation.”
The Mobile Measurement project is part of the ATO’s broader strategy to respond to current market needs and provide comprehensive, relevant data on TV viewer behaviour. The deadline for the publication of the additional mobile measurement results is tentatively set for January 2026.
