Kantar begins activity in Uzbekistan

Kantar Research (part of the Kantar and WPP) has received the right to conduct measuring of the television audience of Uzbekistan. A corresponding decision was adopted by the National Media Council following the tender results in May. The company is set to conduct the activity under the trade name Kantar Media.

According to representatives of the National Media Council, Kantar Research will have a positive impact on the development of the media market of the country and unite the interests of the state TV channels and the public, as it owns the newest software products and uses modern marketing techniques.

At the moment, the television advertising market in Uzbekistan is represented by approximately 60 channels, including 14 in the composition of the NTRC, 13 regional and 15 private. The volume of the market is around 20-22 million USD. According to experts, only two years of operation of the television measurement project might serve to increase the above figure by at least twice.

According to the phased launch plan of the project, the measurement system in the first two years is set to cover some 1.5 thousand viewers in 400 families in the cities with a population of over 200,000 inhabitants. Families will be selected in compliance with the internationally accepted methods and special people-meters will be deployed for recording the time and frequency of watching TV channels. Beginning with the third year, it is planned to increase the number of research participants to 550 families in the cities of Uzbekistan with a population of over 100,000 people.