Larger Panel for New Pakistan TAM Service

Pakistan's recently established Broadcasters and Advertisers Council (BAC) has extended its official TV ratings deal with Medialogic until at least December 2021. Working with Kantar Media, the firm will expand its panel to cover urban and semi-urban Pakistan with 1,800 households in more than 40 cities.

The BAC consists of leading figures from broadcasters, advertisers and media agencies - including the Pakistan Advertisers Society (PAS), Pakistan Broadcasters Association (PBA) and media agencies such as GroupM and Starcom - and the TV Audience Measurement (TAM) pitch was its first project. Medialogic Pakistan won the tender last year, and will use People Meter technology to create 'a truly representative sample'. Panel size will more than double from the existing 880 households.

Richard Asquith, Chief Product Officer at Kantar Media, comments: 'The ongoing challenge for TV measurement systems to provide better measurement of smaller niche channels and regional services is being met through the panel size increases we will deliver. This enhancement follows our recent investment in larger panels in Brazil, China, Russia and Ecuador'.

Salman Danish Naseer, CEO of Medialogic says the panel will now cover the whole of urban Pakistan and more regional markets. He adds: 'We are committed to continuous investment and improvement in delivering accurate TV currency data that forms a fundamental pillar of our buoyant TV industry in the years ahead'.

The first data - including daily viewing - will be available by 'early Q1 2018', and the service will be audited on a regular basis, with BAC addressing any grievances and disputes.

Web site: www.medialogic.com.pk .

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