Kantar has made a significant improvement to its TV Audience Measurement (TAM) service in Georgia.
Since 2016, the company and its local licensing partner Tri Media Intelligence (TMI) have provided TV audience measurement in the country. The enhanced service will increase the size of the Georgian TAM panel by 45% to 800 households; cover the entire Georgian territory (excluding occupied territories) in a single service for the first time; and measure 70 different channels with advertising monitoring for half of them, which will be a new record for the market.
The new service will include the roll-out of Kantar’s People Meter 7, the latest in a new generation of meters that uses a touch-screen tablet to measure viewing on TV sets whether live or via catch up services. This meter is supported by Kantar’s latest audio matching and watermarking content detection technology and is capable of reporting viewing data in real time.
Commenting on the development, David Chezhia, director of the Georgian TV advertising sales house, DACC said: “Today’s announcement is a response to the evolving requirements of the Georgian TV industry which will now benefit from Kantar’s trusted, granular data that better reflects the diversity of the population to improve the planning, scheduling and evaluation of TV content. This new technology will further strengthen trust in data across the industry”.
Keld Nielsen, global strategic director at Kantar’s Media Division, added: “The enhanced service is a great leap forward in audience measurement in Georgia and one that befits the local TV industry that demands high quality, robust data for its stakeholders”.
Ana Lordkipanidze, MD, TMI, added, “Working with Kantar will once again enable us to bring world-leading TV audience measurement technologies to the Georgian market and further enables TMI to support the Georgian TV industry”.
