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Peoplemeters counting Georgian TV viewers

Project partners praise research for boosting advertising market; $9 million expected in 2005

By Messenger staff
July 25, 2005

A TV-ratings system in Georgia has played a crucial role in increasing the television advertising market in Georgia, representatives from IREX and partner organizations said at a presentation on Thursday, July 21.

In 2005 the advertising market is expected to reach an all-time high of USD 9 million. According to the USAID-funded project, the ratings system, which has utilized both viewer diaries and hi-tech "peoplemeters," has helped advertising sales grow from USD 3.5 million to USD 7 million between 2001 and 2004.

Also on Thursday, the IREX Media Innovations Program presented results from a methodology audit by the consulting company KPMG that found that Georgia's new TV ratings system meets international standards and that it has very much improved the television advertising market in Georgia.

IREX's Media Innovation Program started audience research in 2002 and with funding from USAID, IREX collaborated with the Georgian research company IPM Media to conduct the research.

In May 2004 IREX asked KPMG to review the system. According to IREX, the success of the original diary-based system attracted an international investor, the joint American-Italian venture AGB Nielsen Media Research to launch the use of "peoplemeters" in Tbilisi. The electronic devices allow for the delivery of overnight television ratings to IPM researchers.

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Reprinted with permission from the Messenger - www.messenger.com.ge