The Internet Advertising Bureau (IAB) announced this week that it is to launch its first ever National Audience Survey. Based on data collected by Fletcher Research, the survey is intended to provide online advertisers with regular and objective facts about user demographics and behaviour. It will report twice yearly on internet usage in the UK.
Much like BARB and RAJAR data, the National Audience Survey will provide industry bodies with important information, and will be based on telephone research and online polling.
Paul Simon, vice chairman of the Internet Advertising Bureau, was enthusiastic about the development: “The online industry desperately needs the sort of media monitoring data that publishers and advertisers alike take for granted in traditional media and in which everyone can put their confidence. The National Audience Survey is probably the most significant development for the new media industry in the UK since the IAB’s creation.”
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