TAM panel

The main purpose of TAM panel research is receiving а reliable representative data on the television channels viewing in Ukraine

Panel is the group of people recruited for participating in the research.

Panel research is the method for collecting data continuously from each Panel member over a certain period of time. Data is collected every second. Households participating in the research are selected by a special methodology.

Since selected households represent the population of Ukraine by socio-demographic and technical characteristics (Reception type, TV equipment etc.), they form an overall picture of Ukrainian population TV viewing accordingly.

Work of TV Panel is based on the following technology: a special device, people-meter, which is installed in every household participating in the research. It is connected to each TV set and register TV viewing of each household member (aged from 4 years).

TV channels, Saleshouses, Advertising agencies are the clients of the TV Panel. Data received from TV Panel research is an important tool for TV channels’ programming performance evaluation and for analysis of advertising and programs’ audience.

Television audience measurement is conducted that have advanced television market.

In 2002-2013, GfK Ukraine, an international research company, operated the TV Panel.

During 2002-2007 GfK Ukraine measured TV audience in cities with population more than 50 000 (92 cities in total).

From 2008 to 2013 TV measurement covered also settlements 50 000- and villages. TV panel consisted of 2.5 thousand households or 6.5 thousand viewers aged over 4 y.o. in 354 settlements across Ukraine.

From 2014 Television Industry Committee (TIC) provides market the data of television audience measurement (TV panel), which is conducted by Nielsen and Communications Alliance on TIC’s request. TV panel is based on a nationwide sample of 2,840 households including 1,900 households the cities with population 50 000+ and 940 households in the settlements 50 000- and villages.

Control parameters are a set of characteristics that influence viewing behavior:

  • Household typology (for households)
  • Region х City size (for individuals and households)
  • Household size (for individuals and households)
  • Region х Household size (for individuals and households)
  • Region х Priority reception type (for individuals and households)
  • Number of TV sets (for individuals and households)
  • Sex х Age group (for individuals)
  • Region х Age group (for individuals)
  • Region х Sex (for individuals)

For estimation of the size of Ukrainian TV Universe and for calculation of control parameters official statistical data from the State Statistics Service of Ukraine and the special research, conducted by Kyiv International Institute of Sociology (Establishment Survey) are used.


About Nielsen

Nielsen is the world leader of television measurement. It measures 40% of the world's viewing audience in more than 36 countries in 78,000 households. It has the most modern technology for collecting and processing data.