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Steadman Group Takes PPMs to Africa
African market information agency the Steadman Group has been appointed to provide audience measurement for radio, TV and print in Kenya. The TV and radio research will be conducted using the Arbitron Portable People Meter (PPM) system licensed by TNS.
This arrangement with TNS is the first time that PPM technology has been used on the African continent. Steadman will conduct the initial phase of research using media diaries, which will be phased out in favour of PPMs from 2006 onwards. The first wave of research using PPMs will comprise a panel of 400, building up to a panel of 1,000 within four to five years. George Waititu, MD of the Steadman Group says the contract win 'cements the company's position as one of Africa's leading research agencies'.
TNS has a multi-country licensing agreement with Arbitron, and now provides TV audience measurement technology and services in 27 countries including Canada, China, Russia, Spain and the UK. It operates more than 60,000 people meters in 35,000 households. It recently launched a new digital set top box-based panel for British Sky Broadcasting (BskyB) in the UK. Its web site is at www.tns-global.com
The Steadman Group has three divisions, offering media monitoring services, market research and management training. It is also the leading provider of social research and political polling in the region. The company is online at www.steadman-group.com.
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