Neislen runs a panel of 1,650 households in Poland, tracking broadcast, cable, satelitte and digital channels.

TVP’s deal with Nielsen marks the “long-awaited” unification of the TV market under a single audience measurement provider, according to Rafa? Szysz, co-founder of the advertising association, Advertisers.pl.

Szysz said: “Finally we will be able to focus on planning our campaigns, not settling on which institute is right.”

Elzbieta Gorajewska, managing director of Nielsen’s Polish audience measurement service, said: “All commercial stations, media agencies, as well as the National Broadcasting Council, have been using audience measurement data from Nielsen for years. With this selection, Poland’s advertising industry can now work from universally accepted television audience data.”