GfK unveils its multi-talented new MediaWatch / Integrated audience measurement system for TV, radio, cinema, external advertising and print
14.06.2004, 12:55
Nuremberg, Germany 14.06.2004 (PROTEXT/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.
ots Original Text Service: GfK Group
Contact: Ulrike Schoeneberg, Tel. +49 (0)911 395-2645, ulrike.schoenberg@gfk.de
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