GfK Unveils Multi-Media Audience Measurement Tool
GfK has launched a new integrated wristwatch device capable of measuring exposure to whatever mass media platform the wearer comes into contact with including television, radio, cinema, outdoor and print.
The MediaWatch planning and buying tool is a development of the existing Radiocontrol audiometer (pictured), which is currently being used by Kelvin MacKenzie’s Wireless Group to measure television and radio audiences (see Classic FM Proves A Hit With The Golden Oldies).
However, the new system brings the industry a step closer to its ultimate aim of single-source measurement across all media. For the first time, it allows advertisers and agencies to carry out user-specific research into media consumption, as opposed to traditional media-specific analysis.
Chief executive of Telecontrol, Professor Matthias Steinman, said: “Radiocontrol itself represented an innovative step in radio audience measurement, which relied heavily on the recall abilities of radio users. Now, the new MediaWatch system enables us to precisely measure the variety of media contacts to which people are exposed these days.”
Electronic measurement has been the cause of much contention over recent months following claims from Kelvin Mackenzie that ‘inaccuracies’ in RAJAR’s diary system of audience measurement are causing his talkSPORT radio station to lose revenues of approximately £1.5 million per month.
MacKenzie’s Wireless Group recently commenced legal proceedings against RAJAR and is claiming damages of more than £66 million allegedly caused by certain ‘flaws’ in the audience measurement body’s research (see MacKenzie To Claim £66 Million In Damages From RAJAR).
However, RAJAR remains committed to the introduction of an electronic trading currency and has launched a major consultation seeking the views of advertisers on how it should proceed with the introduction of a new trading currency (see NewsLine Column: Bridging The Radio Ratings Rift).
The ongoing disagreement between Wireless Group and RAJAR recently prompted Virgin Radio chief executive, John Pearson, to call on the two radio heavyweights to put their differences aside and work together to create a single-source planning and buying tool capable of measuring all broadcast media (see Virgin Chief Calls For Single Source Planning Tool).
GfK: 0870 603 8339 www.gfk.com
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