TNS and Kantar Media announce major enhancements to television audience measurement services

TNS Baltic, part of the Kantar Media network and the leader in market research in the Baltic countries has announced a series of plans to enhance the existing Television Audience Measurement services in Estonia, Latvia and Lithuania over the next four years.

The move follows Kantar Media activity in other markets across Europe where it is embracing the new TV landscape as audience viewing habits evolve. The enhancements, which will take place across all three markets include:

  • Future-proof measurement technology – TNS Baltic will deploy Kantar Media’s latest TV measurement technology, phasing out the current Eurometers that have been in use since 1999.
  • Larger panels - panel sizes in all three countries will be incrementally increased by up to 25%, starting with an extension to 400 households in Estonia by 1 September 2014.
  • Enhanced processing systems – the complex tasks of processing the daily TV ratings data in all markets will be upgraded to Comtel, Kantar Media’s internationally recognised processing and panel management tool. Currently used in 25 countries, it ensures the systems meet global quality assurance standards.

These enhancements 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. Clients will continue to benefit from Kantar Media’s global knowledge, gained through its network of 60+ countries.

“We are delighted to announce these bold investment plans,” commented Margo Veskimägi, Regional Director, TNS Baltic. “Broadcasters, agencies and advertisers continue to demand the best quality service to understand viewing habits in the Baltics. I am confident that these enhancements will ensure that the TV measurement currencies meet the needs of the TV industry in Lithuania, Latvia and Estonia, both now and in the future.”

Keld Nielsen, Global Commercial Director, Kantar Media Audiences commented: “The growing uptake of digital channels amongst broadcasters and consumers continues to demonstrate the health of the TV industry across the world. We are proud to have been partnering with the TV industry in the Baltics since our first electronic panel in 1999 and are confident that these enhancements, which use world-class technology, will ensure ever-robust, comprehensive TV data that assists informed decision making for the region’s media industry.”

TNS and Kantar Media have already begun to deploy the new technology and processing tools alongside panel expansion plans over the next four years.