This week Mediatel launches its new and proprietary Connected Screens Tracker – providing consumer-centric data around the adoption and impact of screens and platform technologies.
Published three times a year, the tracker, which is run in partnership with Videology, will encompass the whole continuum of screens: digital outdoor, TV sets, PCs, laptops, tablets and smartphones.
It is the only tracker in the UK to provide data across every screen type and will be an invaluable tool for media planners.
Analysis of the tracker has also been provided by the highly regarded Richard Marks, director of Research the Media, who said the project provides an essential, media-neutral view of media use across screens, encompassing video, text and audio, outdoor and social media.
“The tracker both establishes what screens people have access to, as well as focuses on what they actually use them for,” Marks said.
“The emphasis is very much on people rather than households and on the evolution of Broadband Britain’s actual usage of the screens for activities of interest to media owners, agencies and advertisers.
“It’s about providing a context to understand existing industry currencies and surveys like TouchPoints and TGI, but it does not seek to replace or replicate them. Its ethos is to provide a simple reliable measure of how personal media use is juggled across screens and to track that over time.”
Commenting on the launch, Mediatel’s head of of research and AV, Anne Tucker, said: “The tracker will help us to understand how consumers are now accessing media and advertising content – and uniquely our survey is the only research to track usage across five different screens from a media agnostic perspective.
“We’re particularly pleased to have Richard Marks on board to provide the right level of analysis behind the data – he has an unrivalled reputation in uncovering the stories behind the numbers.”
The news of the launch comes after Mediatel announced that it has merged its core media planning products – Mediatel.co.uk and Connected Consumer – into one platform called Mediatel Connected. The change encompasses a range of new offerings and improvements. To find out more, click here.
Mediatel customers that already subscribe to Connected Surveys will automatically have access to the tracker, however, non-subscribers can still purchase the report without a subscription – more details here.
