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Kantar Expands Georgia TV Audience Measurement Panel

January 13 2021

Kantar has expanded its TV Audience Measurement (TAM) panel in Georgia to 800 households - an increase of 45%. The firm will now measure 70 different channels, with ad monitoring for half of them.

Ana Lordkipanidze and Keld NielsenSince 2016, Kantar and its local licensing partner, Tbilisi-based Tri Media Intelligence (TMI), have provided the TV audience measurement currency to the Georgian market. With the updated service, TMI will use Kantar's technology to deliver data on consumer viewing habits in the country, and the new service will include the roll-out of Kantar's People Meter 7, which uses a touch-screen tablet to measure viewing on TV sets - whether live or through catch up services. This meter is supported by Kantar's audio matching and watermarking content detection technology and can report viewing data in real time.

Ana Lordkipanidze, MD, Tri Media Intelligence, says that working with Kantar will bring 'world-leading' TV audience measurement technologies to the Georgian market, further enabling TMI to support the country's TV industry. Keld Nielsen, Global Strategic Director at Kantar's Media division, adds: '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.'

Web sites: www.kantar.com and www.tmi.ge .

All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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