From January 2023 MARSA’s nation wide TAM system start delivery the data to the market.

Global Commercial Director Keld Nielsen of Kantar publishes an official letter on this special occasion, which is presented below:

“Kantar is the world’s leading research, data, and insight group with over 22,000 clients in more than 62 countries. We are now pleased to be the technology partners in Azerbaijan as well with the launch of the TV Audience Measurement service set up by MARSA (Media Audience Research System in Azerbaijan) from 1st January 2023.

MARSA has professionally established a panel of 950 households in 29 cities and more than 200 villages in Azerbaijan, making it nationally representative. These homes are installed with Kantar’s next-generation People Meter 7, with a touch screen tablet offering an intuitive experience to panellists. The People Meter 7 employs the latest content detection technology Audio Matching i33 to ensure accurate and continuous data capture. Azerbaijan is one of the first markets to build the infrastructure for use of the new People Meter 7 technology. MARSA is operating the TV audience measurement system with the highest level of quality and is aligned with the global Kantar standards.

Through the licensing partnership between Kantar and MARSA, we have deployed the state of art metering technology, unrivalled panel management & data processing software systems, setup quality control & information security protocols, trained the staff, and have been supporting MARSA from an internationally acclaimed team of experts. We would also like to take this opportunity to thank all the clients in Azerbaijan for your trust in our service and compassion during the difficult times with force-major circumstances, like the pandemic and geopolitical situation in the region.

Moreover, we would like to assure you that our teams, at Marsa and Kantar, are committed to producing robust ratings daily and working towards unlocking the full value of the service to you while aspiring to grow with the market.