Presentation "TV Audience Measurement in Kyrgyzstan". Bishkek-2020

1. TV Audience Measurement
in Kyrgyzstan

2. 2
KYRGYZ TENDER AND CONSORTIUM
Kyrgyz tender for TAM project:
• Clear, transparent tender process
• Support of USAID and Internews
Participation in form of consortium of Nielsen Admosphere and Integras:
NIELSEN activities
• Technology, methodology and know-how necessary for realization of project according to
international standards
• NIELSEN will act as the methodology leader of consortium
INTEGRAS activities
• Administrative, financial, legal and commercial management, management of subcontractor relations
and Non-proprietary (general) technical operations.
• Established MEASURE ASIA – local company with office in Bishkek

3. 3
Measuring of all individuals 4+ years old, in 250 private households
in three big cities: Bishkek, Osh and Jalal-Abad
Measuring all working TV sets within those households
Audiomatching measurement technology, Stationary Peoplemeters
SimEarTM
Representative panel and final data – Transparent methodology
Reporting data with granularity of seconds
Delivery of TV audience data daily for the day 6:00-6:00
User friendly client software Adwind Kite with high speed of
computation (cloud based)
TAM KG – MAIN PARAMETERS

4. 4
Household
GSM Network
TV broadcasters
Collection server
Application
servers
DB server
Technicians Panel operators Statistician Data production
Production/
distribution
service
Audiomatching
Cluster
SimStorage
Kite server
Firewall
Clients/users
TAM KG SYSTEM
SCHEME
Encode servers
Grab servers
Household
Household Household
Clients/users
Clients/users

5. 5

6. 6
ESTABLISHMENT SURVEY (ES)
Fieldwork: 31st May – 23rd July 2019
2 400 private households of Bishkek, Osh and Jalal-Abad
Conducted by local research agency using standards
F2F interviewing using paper questionnaires, 3 languages, extensive
quality control

7. 7
ES – DATA PROCESSING
Logical controls of final data – no inconsistencies
Integrated weighting used
(weighting efficiency 70%)
Universes created using data from the
National Statistical Committee
We delivered:
• Clear and transparent methodology of ES
• Establishment Survey Weighting Report
• Results of Establishment Survey
Data also used for panel design and as a source for panel recruitment
1 752
73%
360
15%
288
12%
Number of households in cities
Bishkek
Osh
Jalal-Abad
Base: all households, unweighted

8. 8
ADWIND KITE
Adwind Kite is a modern analytical and planning software
Cloud computing (client-server) architecture
Integrated TAM & Monitoring data solution
Intuitive and user-friendly UI
All standard analytical tools and computed figures

9. 9
SCHEDULE ANALYSIS

10. 10
PANEL DESIGN AND REPRESENTATIVENESS
Data about population of the measured cities obtained from:
• National Statistical Committee of the Kyrgyz Republic
• Results of Establishment Survey
Structure controlled by panel norms
Panel weighting of measured data for even better representativeness

11. 11
VARIABLES CONTROLLED IN PANEL
And others:
• City
• Language spoken at home
• Number of kids 0-17

12. 12
TAM PANEL – BUILDING PROCESS
Establishment Survey
Recruitment
Installation
Testing period
PANEL MEMBER
Household
maintenance
Uninstallation Households’
life cycle
in TV panel

13. 13
PANEL MAINTENANCE
Telephone, email and hand-written communication
Continual training of panel members
Solution of faulty or suspicious panel situations
Updating technical and sociodemographic information
about households
Administration of panel members benefits
Panel management covered mainly
by SimAdminTM software module –
a part of the SimBIOSTM system

14. 14
SERVERS, INFRASTRUCTURE
Placed in KG – Bishkek completely
Professional Data center
Professional GSM provider
Two sources of TV Streams
All systems installed, working

15. 15
SIMSTORAGE SYSTEM (PROCESSING TV STREAMS)

16. 16
TAM SYSTEM (DATA IN SYSTEM FROM SPECIFIC HOUSEHOLD)

17. 17
STRUCTURE OF PANEL HOUSEHOLDS

18. 18
STRUCTURE OF PANEL INDIVIDUALS

19. 19
Other
measured
channels
Unmeasured
TV usage
PRELIMINARY RESULTS – SHARE OF TV USAGE
25 channels measured in regular mode
• System is ready for measuring and reporting
up to 25 channels
• other (almost 20) measured in test mode without
backup to get “Market picture” (mostly DVBT)
SHARE – 77% (TOP 25 channels + other)
The REST 23%
• Unmeasured channels
• Other devices usage (DVD, Game console,..)
• Internet Streaming
• Other TV Screen usage
TOP 10 – only around 40% share (Fragmented market)
Preliminary
SHARE
TOP 25 + other +
unmeasured usage

20. 20
CHALLENGES AND OPPORTUNITIES
RECRUITMENT AND INSTALLATION OF THE REMAINING HOUSEHOLDS
• More challenging than in other countries
USE THE DATA WHEN READY TO BOOST THE MARKET
• Dynamic market, many players, some cooperation needed

21. 21
CONCLUSION
• Panel construction in progress, most of the processes already
prepared and running smoothly
• This project is ready to become a new currency that is going to
revolutionize the Kyrgyz TV market
• The data (once final) along with the software for clients are
going to allow key stakeholders to see the real audience data
and plan accordingly

22. Thank you for
your attention!