Nielsen Partners for Polish TV Panel

Nielsen and its partners TV ad sales firm Atmedia and cable operator UPC Polska have been awarded a contract to launch what is described as the largest TV audience measurement panel in Poland.

Nielsen, which won a tender late last year, will measure the behaviour of pay-TV audiences through a sample of 5,000 households. Research will be based on return path data (RPD) technology using UPC's cable decoders. Panel design, data processing and panel recruitment will all be led by Nielsen.

The research giant, which has conducted TV audience measurement in Poland since 1996, was last year awarded a four-year contract by public broadcaster Telewizja Polska (TVP), to provide TV audience measurement services.

Atmedia CEO Marcin Boroszko (pictured) comments: 'The sample used in Nielsen's telemetry research, which is used as the currency by the entire TV and advertising industry, allows for a precise measurement of audiences of nationwide stations. Data from our research will allow the serviced channels to analyse their programming with more precision and create TV schedules more effectively.'

Web sites: www.nielsen.com , www.atmedia.pl and www.upc.pl .