On September 14, an online presentation was held about the conclusion of the international audit of Tri Media Intelligence. The report states that the TV rating measuring company Tri Media Intelligence, which is licensing partner of Kantar’s media division in Georgia, meets all international standards. The audit revealed that a number of parameters used by Tri Media Intelligence show a higher rate than required by the standard and, therefore, is even further ahead of the world's leading countries.

The presentation was organized by  the National Communications Commission and was attended by: Keld Nielsen, Senior Director, Kantar; Christopher O’Hearn and Robert Rudd, representatives of the international auditing company 3M3A, as well as Vakhtang Abashidze - member of the National Communications Commission, and Ana Lordkipanidze - Director of Tri Media Intelligence. Ivane Makharadze, Head of the Audio-Visual Regulation Department of the National Communications Commission moderated the discussion. The presentation was also attended by representatives of television broadcasters, advertising companies, the media and non-governmental organizations working on the media, who participated in an interesting discussion after the presentation.

The National Communications Commission has offered an international audit to both TAM companies in the country. However, only Tri Media Intelligence agreed to be audited. Audit was conducted in June and July 2021, with data from 2018 up to May 2021 being studied.  Fieldwork was carried out in July 2021.

During the audit, important criteria were examined, including: Implementation of TMI establishment survey, representativeness and methodology, panel productivity, data volume, design, efficiency and updates. As well as recruitment and rotation of panel member households, quality control of establishment survey, weightings and questionnaires, compliance with panel participation instructions, and coincidental surveys. The auditors also examined: TV channel referencing, data generation rules and data validation and rejection approaches, data generation and verification, data technical security and backup systems. According to the conclusion of the audit, TMI's activity fully meets the international standards and the system would work without any problems in all countries with the distribution of Kantar, as well as in any other system. Full analysis has confirmed that the service has been set up and running to the highest standard and complies with the principles of the GGTAM and international standards.

In the summary of the audit report we read: “We find that the methodologies, policies and quality control practices of TMI are all excellent. They are well documented, follow international guidelines and have been put into practice consistently. We particularly commend the panel management which is equal to if not better than any we have seen worldwide. The excellent panel management is reflected in the high quality of data and success in achieving international benchmarks and key performance indicators. The end result is a well-designed, high-quality panel which produces consistent and reliable outputs. In summary we confirm that the TMI service in Georgia is of an international standard and we have no hesitation in saying that it can be relied on to produce accurate data capable of use as a market currency”.

The audit report was published by the National Communications Commission on its website and anyone can get acquainted with it in Georgian and English.