TV research

The main purpose of television audience research is the creation and provision of standardized currency in Ukraine's television market.

TV Panel is the group of people selected for conducting the research. The panel research involves continuous receipt over a certain period of time of the information from each Panel member. Information is collected every second. Households participating in the research are selected by a special technique.

Because the selected households by their socio-demographic and technical (type of TV signal reception, TV equipment, etc.) characteristics reflect the structure of Ukraine's population, they form a comprehensive picture of all the viewers of the country.

TV Panel works with the help of special technology. A special device – people-meter – is installed in each household participating in the research. It is connected to each TV and with its help TV watching by each household member (aged from 4 years) is recorded to the nearest second. This measuring device - Telecontrol VIII - in particular, allows measuring digital TV.

TV Panel works with the help of special technology. A special device – people-meter – is installed in each household participating in the research. It is connected to each TV and with its help TV watching by each household member (aged from 4 years) is recorded to the nearest second. This measuring device - Telecontrol VIII - in particular, allows measuring digital TV.

TV channels, sales-houses, advertising agencies, and advertisers are clients of the TV Panel. These television audience researches, which are received as a result of the TV Panel’s work, are an important tool for assessing the effectiveness of TV channels programming, analysis of program audience and advertisements.

Since 2002, GfK Ukraine, an international research company, has been operating the TV Panel. Television audience measurements are conducted in most countries with developed television market. GfK Group Research Company conducts similar researches in Austria, Belgium, Bulgaria, Germany, Netherlands, Romania and Switzerland. Given this experience, the TV Panel in Ukraine meets international standards that exist for this type of researches.

During 2002-2007, GfK Ukraine measured television audiences in cities of Ukraine with more than 50 thousand inhabitants (92 cities in total).

Since early 2008, GfK Ukraine has been measuring the television audience throughout Ukraine: in large and small towns and villages. It is 16.6 million households with television sets or 42.6 million viewers in total.

2.5 thousand households or 6.5 thousand viewers at the age over 4 years living in 354 towns across Ukraine participate in the TV Panel.

For sampling have been used parameters recognized as such that affect the behaviour of viewers. These parameters can be divided into three main groups:

• characteristics of the equipment available in the household (air, cable or satellite reception, analogue or digital television, the number of TV sets in the household, characteristics of the main TV set, the presence of additional equipment (DVD-player, etc.), the presence a landline phone);
• socio-demographic characteristics of the household (number of persons in the family, the presence of children under 17, the presence of people over 60 years, the main language in the household, the age of household head, household income);
• socio-demographic characteristics of each viewer (gender, age, education, time spent at work by each member of the household).

To determine the distribution of these parameters, data of the State Statistics Committee of Ukraine and the special research, conducted by GfK Ukraine (a preliminary survey) at the request of the Television Industry Committee, have been used.

GfK Ukraine is a Ukrainian research company that provides a full range of surveys and marketing research services in Ukraine, Belarus and Moldova, and conducts its activities in three key areas: Custom Research, Media Research, Retail & Technology. GfK Ukraine is a member of the international research network, GfK Group - fifth largest research group in the world. GfK Group has over 115 companies in 90 countries.

Find out more about the TV Panel on the GfK Ukraine’s web-site

We offer comparative information on TV Panel research worldwide. The source data is the publication (16^th edition) “Television: 2009 (International Highlights)” with the figures for 2008 and summarized data from individual panel researches in 2010 (source:  http://www.ipnetwork.com/rd/htm/tvkeyfacts.aspx)

2008 data can be downloaded here.

2010 data can be downloaded here.