The improvements to the Tam service will increase the size of Kantar’s Georgian Tam panel by 45% to 800 households and cover the entirety of Georgia in a single service for the first time, minus occupied territories.

The Tam will measure 70 different channels with half of them having advertising monitoring. The new service will include Kantar’s ‘People Meter 7’, which uses a touch-screen tablet to measure viewing of live television or catch-up services.

Kantar has operated in Georgia since 2016 with its local licensing partner Tri Media Intelligence.

Keld Nielsen, global strategic director at Kantar’s Media Division, said: “The enhanced service is a great leap forward in audience measurement in Georgia and one that befits the local TV industry that demands high quality, robust data for its stakeholders.”

Ana Lordkipanidze, managing director of Tri Media Intelligence, said: “Working with Kantar will once again enable us to bring world-leading TV audience measurement technologies to the Georgian market and further enables TMI to support the Georgian TV industry.”