Kantar to Launch Azerbaijani TV Audience Measure

Kantar has been awarded a contract by the Azerbaijani television industry, to supply technology for the launch of a new TV audience measurement currency in the country.

Azerbaijan has 47 TV channels, of which four are state-owned, while twelve are national and 31 are regional channels. The new service will be built on Kantar's People Meter 7, which uses a touch-screen tablet to measure viewing on TV sets - whether live or via catch-up services. This meter is supported by Kantar's audio matching content detection technology and can report viewing data in real time.

For the new contract Kantar will use Atria, its cloud-based solution for panel management, data processing and storage; Atria-Monitor, a TV monitoring tool for programs and advertising spots; and Instar, its data analysis software. The Kantar team will also support local organisation MARSA LLC (Azerbaijan Media Audience Research System) with the implementation of a nationally representative panel of 960 households, scheduled to launch in 2022.

Suriyya Alizade (pictured), a representative of MARSA, comments: 'Working with Kantar will enable the Azerbaijani television industry to benefit from trusted, granular data that will improve the planning, scheduling and evaluation of TV content. MARSA looks forward to working with Kantar to establish a state-of-the-art rating service in Azerbaijan'.

Web site: www.kantar.com .