The system, called the Arbitron Portable People Meter and involving a small device carried by participants that monitors their broadcast consumption wherever they are, has been taken on by the Kazakhstan Television Joint Industry Committee to measure audiences for the next five years.
Installation of the PPM panel will be rolled out across the country from this year and means the number of households involved can be increased from 600 to 715.
It is estimated that current television advertising expenditure in the country is around $180m-$200m each year with a number of advertisers such as Colgate and Unilever, as well as media buying agencies including MindShare and Starcom, already based there.
Mike Gorton, global head of TV and radio at TNS, said: "We are delighted to be introducing the PPM system into Kazakhstan. This represents an exciting move for the television industry straight from traditional paper diary measurement to a 21st century solution that will deliver more detailed viewing data, enhanced electronic accuracy and an enlarged panel size."
The Arbitron Portable People Meter is used in 27 countries, including China.
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