TNS WINS FIVE YEAR PORTABLE PEOPLE METER CONTRACT IN KAZAKHSTAN
LONDON, March 24, 2006 - TNS, a leading global provider of market information and major supplier of radio and television audience measurement services worldwide, today announced a five year contract with the Kazakhstan television Joint Industry Committee (JIC) to provide trading currency television audience measurement using the Arbitron Portable People Meter (PPM) system.
Installation of the PPM panel will begin in Almaty and the surrounding regions, with a roll out to other areas of Kazakhstan planned for January 2007. The move to the PPM system from the current diary based television audience measurement service will signify an increase in the number of households covered across Kazakhstan, from 600 to 715, giving a panel of 2000 individuals It will also mean an increase in the number of urban centres covered – from seven to thirteen.
With the encouragement of international advertisers the Joint Industry Committee was formed in Kazakhstan in 2000. It is estimated that current Television advertising expenditure is around $180-200 million per annum. Growth since 2000 has been of the order of 30% and this is expected to accelerate to 35% in 2006/7. Companies such as Colgate, P & G and Unilever, together with their buying agencies, MindShare, StarCom, etc., use Almaty as their regional headquarters.
The Arbitron PPM system uses a device, smaller than a mobile phone, that respondents wear or carry throughout the day. It works by detecting unique codes embedded in the audio portion of any television transmission to which the respondent is exposed. The PPM system can track digital as well as analog broadcasts, whether carried over the air, by cable, by satellite or on the Internet.
TNS and Arbitron have been actively working together since 2000 when TNS installed a new television audience panel in Singapore. Meanwhile TNS Media in Belgium has been using PPM technology since 2003 to measure both radio and TV exposure for VRT on a 530 person marketing panel. In September 2004, BBM Canada selected the PPM system to measure French-language television audiences in Montreal and Quebec. Recently, TNS and the Norwegian National Radio Steering Committee announced the launch of a PPM Panel in Norway in 2006 and TNS and Steadman Group announced plans to introduce PPM industry measurement of both TV and radio in Kenya.
Mike Gorton, Global Head of TV and Radio, TNS, said: “We are delighted to be introducing the PPM system into Kazakhstan. This represents an exciting move for the television industry straight from traditional paper diary measurement to a 21st Century PPM solution that will deliver more detailed viewing data, enhanced electronic accuracy and an enlarged panel size.”