The firm’s existing deal started in 2008 and was to expire at the end of 2012, but will now run to the end of 2014. GfK also carried out TV measurement across 95 cities in Ukraine between 2002 and 2007.

Television Industry Committee chairman Oleg Popenko explained that the country was in the process of making the switch to digital television, and so by extending the existing contract the committee would have a consistent source through which to analyse how viewing habits change as digital becomes more commonplace.

Olga Rosmanova (pictured), head of media research at GfK Ukraine, said: “We are very pleased that TIC has positively evaluated our cooperation over the past eight years, and made it possible to extend the agreement for another two years.”