Date of publication: June 20, 2005

Company: GfK Group


As presented at WAM 2003 and 2004, the Audiposter project - the new Italian currency for outdoor - focused on the use of advanced portable GPS-based meters, which probably makes Audiposter the first large-scale survey of its kind being done in the world. So now one might be surprised to learn that such an advanced technology did not in the end give rise to any complex mathematical models, but relatively simple data. The fact is this high degree of simplicity was required by the Audiposter Joint Industry Committee to reflect the habits and expectations of our domestic media community, and does not necessarily reflect the methodological positions of Eurisko. However, the quality of primary surveying procedures allowed response to such requirements, to finally provide a simple and robust research system that is rapidly gaining acceptance without substantial objections from any party.

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