EITB Selects Konodrac for HbbTV-Based TV Audience Measurement

Why It Matters

The solution equips EITB with granular, privacy‑compliant viewer insights, unlocking new revenue streams from targeted advertising in a rapidly expanding smart‑TV ecosystem.

Key Takeaways

• EITB contracts Konodrac for HbbTV audience measurement.
• System captures real‑time viewing data from smart TVs.
• Enables addressable TV ads with geographic and interest segmentation.
• Supports GDPR‑compliant consent management via integrated CMP.
• Expands reach to over 80% of Spanish households.

Pulse Analysis

The Basque public broadcaster EITB is accelerating its 2030 digital strategy by adopting a HbbTV‑based measurement and addressable TV platform from Barcelona‑based Konodrac. With more than 17 million smart televisions active across Spain, HbbTV penetration now reaches roughly 80 % of households, turning the connected TV environment into a fertile ground for interactive services and targeted advertising. By embedding signalling in its DTT channels, EITB can monitor viewing behaviour in real time, a capability that mirrors broader European trends toward data‑driven broadcasting.

Konodrac’s platform aggregates and normalises data from each HbbTV‑enabled set‑top box, then stores it in a big‑data warehouse that feeds advanced visualisation dashboards. The architecture supports multiple simultaneous campaigns, allowing advertisers to apply frequency caps, geographic filters and interest‑based segments without disrupting the linear broadcast stream. Crucially, the solution is tied into EITB’s consent‑management platform, ensuring that user permissions are recorded in line with GDPR requirements. This combination of granular analytics and privacy compliance positions the broadcaster to monetize its inventory while maintaining viewer trust.

The partnership gives EITB a competitive edge in a market where advertisers are shifting spend from traditional TV to addressable formats that promise higher ROI. Early adopters in Spain, such as Atresmedia and Discovery‑DMAX, have reported increased click‑through rates and more precise audience segmentation, encouraging others to follow suit. As smart‑TV adoption continues to climb, the data infrastructure laid down by Konodrac could become a cornerstone for future services like personalised content recommendation and predictive programming, further cementing EITB’s role as an innovator in public broadcasting.