TAM Panel
GfK Ukraine performs the Television Audience Measurement (TAM Panel) research since 2003. This project is conducted upon the agreement with the Industrial Television Committee.
TAM Panel comprises 2540 households with TV sets across the whole Ukraine. This is more than 6 000 televiewers aged over 4 years. The survey includes two sub-samples – 1600 urban households living in cities with more than 50000 inhabitants, and 940 households living in villages and small towns with population less than 50000 inhabitants.
The basic principal of the research is electronic TV viewership measurement. All TV sets in households included in TAM panel are connected to the special devices (people-meters). The people-meter registers TV viewership in a household with second-to-second accuracy (measurement is on-going – during 24-hours, daily). At night, the data is forwarded to the GfK Ukraine’s central server. The next day after special processing all data is sent to TAM Panel clients including TV channels, advertising agencies, advertisers etc.
In 2008, Gfk Ukraine started measuring digital broadcasting (DVB-T, DVB-C, DVB-S) in addition to analog television.
Olga Rosmanova
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