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TNS to Upgrade TV Measurement in the Baltics
TNS Baltic has announced plans to enhance its existing Television Audience Measurement services in Estonia, Latvia and Lithuania over the next four years. They include new measurement technology to replace the current Eurometers; larger panels; and enhanced processing systems.
The firm is part of Kantar Media, which has been upgrading services in other markets across Europe to reflect new TV audience habits.
The Eurometers have been in use since 1999, and TNS Baltic says their replacement will 'future-proof' the service. Panel sizes in all three Baltic states will be increased incrementally by up to 25%, starting with an extension to 400 households in Estonia by 1st September 2014.
Processing of daily TV ratings in all three markets will be moved to Comtel, Kantar Media's international processing and panel management tool, currently used in 25 countries.
The firm says these moves 'will ensure the services which have been in place since 1999 (Latvia), 2000 (Lithuania) and 2003 (Estonia) continue to provide the most robust, transparent and credible TV currency for the Baltic markets.'
Margo Veskimägi, Regional Director, TNS Baltic says the 'bold investment plans' reflect continuing demand from broadcasters, agencies and advertisers for the best quality service to understand viewing habits in the Baltics. Keld Nielsen, Global Commercial Director, Kantar Media Audiences adds: 'The growing uptake of digital channels amongst broadcasters and consumers continues to demonstrate the health of the TV industry across the world.'
TNS operates in the Baltic countries as TNS Emor in Estonia, TNS Latvia in Latvia, and TNS LT in Lithuania. The global web site is at www.tnsglobal.com .
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