Audit report of TAM audience measurement denies misleading information of Lietuvos Rytas

PRESS RELEASE

August 3, 2010 Vilnius

Independent audit of the TAM audience measurement system carried out in May in Lithuania refutes all doubts and allegations of Lietuvos Rytas media group over the reliability of the system. The audit report confirmed that TAM peoplemeter system and methodology comply with the international requirements and is used properly while the research carried out is of high quality. Thus market research company SIC Gallup Media/TNS, the sole provider of such service in the country, regrets about unethical behaviour of Lietuvos Rytas media group and publication of misleading information.

“Audit carried out in the company answers to all questions repeatedly brought by this media group. It is shame that such actions can ruin trust in TAM audience measurement and destabilise overall situation in TV market,” Gytis Juodpusis, Managing Director at SIC Gallup Media/TNS, says.

In July journalists of daily and TV channel controlled by Lietuvos Rytas media group published information about TAM audience measurement system in the country. The key uncertainty of the above mentioned media channels was violation of methodology when TAM panel was established in respondent’s household for too long period.

However, officially announced audit report presented by independent international research company claims that TAM audience measurement methodology applied in Lithuania is of high quality and complies with all the requirements. The conclusion of the audit confirmed that the constitution of demographic TAM panel members corresponds to social-demographic constitution of entire Lithuania. Furthermore, the auditor who carried out the research emphasised that the time period for keeping a TV people meter panel in a household is not limited and such requirement would be groundless in terms of methodology.

TNS appointed Helen Harrison, who represents research and media services company Helen-Harrison & Company Ltd, to undertake an external independent audit of the TAM service in Lithuania. The company has been cooperating with such famous companies as BBC, ITN Consulting, Sky, BARB, football club Manchester United and others. Lithuanian Communication Agencies Association (KOMAA), Lithuanian Radio and Television Commission, Lithuanian Radio and Television Association and Lithuanian Digital Television Association have chosen Helen Harrison as independent auditor.

SIC Gallup Media/TNS expects that KOMAA and Lithuanian Radio and Television Association, which unite the major market players, will express their opinion about the actions of Lietuvos Rytas, too.

SIC Gallup Media/TNS is presently the country’s leading provider in internet, TV, press, radio audience measurement as well as information and advertising monitoring services. Focus group management, new product implementation, retail trade, brand and communication researches are the main activities of the company. The company employs 60 people.

International company TNS Global with the experience of 60 years in market research and insight provision owns SIC Gallup Media/TNS. TNS has representative offices in more than 80 countries of the world in Europe, South and North America, Asia, Pacific region, Africa and Middle East.

For more information:
Gytis Juodpusis
Managing Director
SIC Gallup Media/TNS
Tel. + 370 5210 6620
E-mail: Gytis.Juodpusis@tns-global.com

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