The following contribution should demonstrate that new technologies allow us to exploit large data bases to a greater benefit. As an example we should look at a data set of advertising recognition scores, collected over a period of time. Normally it is rather tiresome to value recent scores against findings in previous surveys. However, new computer hardware and software developments, handling the enormous data volumes, let us create all sorts of cross examinations and evaluations of the collected scores. We can screen the advertisements by a large number of criteria, such as the line of business or product field, brand, format, used colour, split runs, recognition of the advertisement or brand, noted copy, and even some basic demographics of the respondents who claimed recognition. The only very difficult part is, to demonstrate the use of the new technologies on paper, by employing a technology which has been introduced by Gutenberg some 500 years ago. Therefore, the written contribution can only highlight the ease of the procedure by showing the different screens while the PC is doing an impressive and dynamic job with just a few key strokes.