Kantar Media Wins Romanian TV Contract

Kantar Media has been awarded a four year TV audience measurement contract by ARMA, Romania's TV joint industry committee, from January 2012. The current service has been operated by GfK Romania since 2008.

The deal with ARMA (Asociatia Romana pentru Masurarea Audientelor) will see Kantar Media's 5000 Series PeopleMeter technology deployed to a panel of 1200 homes to passively record minute-by-minute data on their TV viewing habits. The new service uses enhanced audio matching as the channel identification technique, to enable measurement of time-shifted TV viewing.

The agency will also use its TV industry audience analysis software, InfoSys+, which is currently employed by around 10,000 users in more than 30 countries.

'We are delighted to be enhancing our audience measurement and analysis services in Romania,' stated Liliana Mihailescu (pictured), MD of Kantar Media Romania. 'Our measurement technology and software have kept abreast of major international changes in where and how people view television in recent years, and our expertise will enable ARMA to provide its members with accurate insight on how TV is viewed.'

Lucia Antal, Head of ARMA's Joint Industry Committee said the system will be a 'reliable one', and will address all the new developments of the Romanian TV market.

Web site: www.kantarmedia-audiences.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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