Media (TAM-panel)

The Television Audience Measurement (TAM-panel) research is performed upon the order of the community organisation
of the Industrial Television Committee (ITC), uniting TV channels, advertising holdings, and advertisers.

GfK Ukraine (then GfK-USM) won this contract in the tender that took place in 2002.
The TV viewership measurement contract was signed for the period from 2003 to 2007.

GfK Ukraine TAM-panel clients are TV channels, sales houses, ad agencies, advertisers.

TAM-panel data are an important tool for the assessment of effectiveness of channel programming,
analysis of the audience of the programs and ad messages.

GfK Ukraine TAM-panel brief description

Methodology:
Electronic TV audience measurement using GfK-meters (peoplemeters). Measurement interval is 1 sec.
Universe:
Viewers aged over 4 y.o. living in households with a TV set, in town 50 000+
Number of cities in the sample: 95 cities
Sample size: 1600 households/4000 respondents
Programs and TVC monitoring: Performed by the Company «Monitoring SMI Ukraina»

GfK Ukraine TAM-panel services

To analyze TV audience measurement data the following opportunities are offered:

Markdata Media Workstation (MMW) - is a software for detailed analysis of the viewership of channels, programs and TVC;
Teleview - extra feature of MMW: simultaneous viewing of the recording of the five TV channels broadcast in the digital format (is done for prime time) and audience analysis;
e-telereport - analysis of the audience of TV channels and programs by logging on to the GfK Ukraine’s server via Internet;
e-videotrack - analysis of ad messages by logging on to the GfK Ukraine’s server via Internet;
Planview - planning and optimization of ad campaigns.

For more detail on the GfK Ukraine TAM-panel , go to www.media.gfk.ua (only on ukrainian)

CONTACT: Olga Rosmanova, Head of GfK Ukraine TAM-panel