GfK Brings TAM Measurement to Lebanon

GfK is preparing to deliver Lebanese TV audience data on a daily basis, using TAM technology to measure live and time-shifted TV consumption.

The service is based on an electronic system called TV Logger, which is installed in several hundred homes across the country. Using Evogenius reporting and media planning software, GfK will provide detailed analysis of media usage, while additional ad planning modules will offer the ability to forecast TV viewing behavior for optimized campaigns.

Tomas Krasny (pictured), Regional Lead for GfK's Audience Measurement activities in its CEE-META region, comments: 'Our new television audience measurement system in Lebanon is the latest initiative of GfK Media Research Middle East (GfK MRME) and part of the regional implementation of our global strategy. We are proud to bring 40 years of experience in audience measurement to the country.'

Web site: www.gfk.com .