GfK unveils its multi-talented new MediaWatch / Integrated audience measurement system for TV, radio, cinema, external advertising and print
Nuremberg, Germany (ots) - Today, GfK unveils MediaWatch, its latest technical development for
electronic media reach research at this year's international week of
media research organized by ESOMAR and ARF, which starts today in
Geneva. The wristwatch measures whatever mass media the wearer comes
into contact with, wherever the wearer may be.
The new metering unit is the first technology worldwide which is
equally able to measure the media contact of the wearer with radio,
TV, newspapers, magazines and other printed matter as well as cinema
and outdoor advertising.
MediaWatch technology offers the media research industry a completely
new approach. To date, research has been media-specific, which means
it specializes in measuring the use of one particular medium. Now for
the first time it is possible to carry out research into media
consumption which is user-specific, and thereby record and analyze
the complex multimedia mix to which people are exposed today.
The watch is a miracle of micro-technology. A recording unit records
and encodes audio and radio signals three times a minute. The new
MediaWatch is able to record data for up to four weeks before it has
to be changed. If clients want, they can have docking stations
installed for panel members which can be used to send the signals
recorded during the day to the GfK IT centres overnight. These are
compared with sample signals from programmes and offerings from all
media and further processed for analysis purposes.