Kantar to Measure Cross-Platform Viewing in Ukraine

Kantar and its Ukrainian partner Starlight Media have made changes to the measurement of video viewing in the country. The MMI (Marketing & Media Index) survey previously measured viewing on TV sets, and now monitors consumption of TV content across platforms.

MMI provides a regular analysis of both Ukrainians media consumption and purchasing habits, and is used for campaign planning by advertisers. Reported on www.mediasat.info and in a Facebook announcement, Starlight said the same content viewed on linear TV now streams on OTT services such as Sweet TV, Megogo and Kyivstar TV, is seen on YouTube, and 'lives on' through clips on social media - requiring a move to a survey method better reflecting what audiences actually do.

From 5th September, the new 'TV_DAR' study therefore measures the reach and duration of both traditional and digital TV viewing, using day-after-recall of what panellists have watched. 'Measurement methodology has to match how people actually consume media,' says Kyrylo Yezhov (pictured), Commercial Director of Kantar Ukraine, adding that the combination of MMI and TV_DAR data keeps the strengths of both studies and reflects current viewing habits more accurately.

At present, TV_DAR only updates the overall reach and duration figures for TV content and does not measure audience for specific broadcasters.

The global agency is online at www.kantar.com and its Ukrainian partner at www.starlight.media/en .

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