Kantar Media awarded television audience measurement contract in Romania
Kantar Media has had a presence in Romania since 1998.The contract was awarded following a competitive tender process. The current service has been operated by GFK Romania since 2008.
Kantar Media's phenomenally successful 5000 Series PeopleMeter technology will be deployed to a panel of 1200 homes to passively record accurate minute-by-minute data on their TV viewing habits. The new service, which will go live in January 2012, uses enhanced Audio Matching as the channel identification technique to allow identification and measurement of time-shifted television viewing on linear television. Kantar Media will also implement its world leading analysis software for the TV industry, InfoSys+.
"We are delighted to be enhancing our audience measurement and analysis services in Romania," said Liliana Mihailescu, Managing Director, Kantar Media Romania. "Our measurement technology and software have kept abreast of major international changes in where and how people view television in recent years. Our expertise will enable ARMA to provide its members with accurate insight on how TV is viewed."
Lucia Antal, Head of ARMA's Joint Industry Committee said: "The Paritary Committee decided on the best quality and price offer and ARMA is looking forward to collaborating with Kantar Media. ARMA believe that the system which will be put in place by the winner, starting in 2012, will be a good and reliable one and will face all the new developments of the Romanian TV market."
Kantar Media has installed more than 80,000 People Meters attached to television sets in homes around the world. In 2010 the company was awarded new contracts for television audience measurement including Singapore's Mediacorp and Emirates Media Measurement Company.
Keld Nielsen, Global Business Development Director, Kantar Media Audiences, added, "As television viewing continues to evolve, broadcasters need measurement services that will deliver on what's happening in their markets today and in the future. Our ability to provide holistic viewing data across multiple devices gives broadcasters and advertisers the confidence that they will continue to receive accurate insight into how people are watching television both now and in the future, regardless of their location or the type of device they are using."