Nielsen to measure TV usage in Ukraine


NIELSEN, the world’s leading marketing and media information and measurement company, announces the expansion of its business in Ukraine. Measuring television audiences in more than 30 countries around the world, Nielsen will include Ukraine in the full cycle of measurement – from providing insight into what audiences watch (their interaction with television, online and mobile) and what consumers buy. Nielsen was asked by the Television Industry Committee (TIC) to establish a new service in order to provide representative audience measurement.

Nielsen’s TV ratings will be collected from a national sample of 3,740 homes, chosen to represent the full demographics of the country. This is a 50% increase against the current panel size so that the new service will capture the ever increasing viewing fragmentation. Nielsen “peoplemeters” capture both live and time shifted viewing. Nielsen will work closely with the TIC Technical Committee, which has been highly involved in designing the best service for all stakeholders. The official release of data is expected to be delivered to subscribers in January 2014.

“We have the global expertise in Television Audience Measurement and state of the art technology, to ensure this new TV ratings system will be an accurate representation of the Ukraine’ TV viewing habits,” said Vittorio Sala, Client Service Executive for Nielsen Media in Europe. “We are very excited to embark on this journey with TIC and expand our footprint to another very important market for us,” Sala continued.

“Ukrainian TV market develops dynamically. The same applies to the requirements for audience measurement. I believe that the use of modern approaches will satisfy TV research user’s demands for more accurate and reliable data,” said Oleg Popenko, Head of TIC.

“We are proud to offer a new TV ratings service to the Ukraine, a high priority market in our European deployment strategy,” said Paul Walker, Nielsen’s Group Managing Director, Russia & North East Europe. “As television viewing behaviour evolves and changes, this continues our efforts to provide advertisers across the globe with the most accurate and technologically advanced measurement systems available to help them assess their return on investment.”


About Television Industry Committee

The Television Industry Committee (TIC) is a professional association of leading TV-channels and media agencies. It represents the interests of the Ukraine television industry and cares for its members' protection. The main goal of TIC is to promote the development of the TV industry in Ukraine. The TIC comprises:: 4 major television groups (Inter, 1 +1, Ukraine, StarLightMedia) and 5th channel, 4 major media groups (Publicis Groupe Media, Omnicom Media Group, ADV Group, GroupM) and Agency Media Arts Group Ukraine.


About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands.