Abstract:

In recent years there has been a steady move towards an integrated and interdependent European market - and the media available to advertisers across Europe have become more similar country by country. There is still however limited access available to Europe wide media information, despite the fact that many of the main industry media databases available within individual countries are similar in content and design, although confined to national data. The writers discuss the advantages to advertisers, agencies and media owners of there being local access from each and every European country to these databases at a fair price. In this way country by country comparisons and media evaluations could be made by advertisers and media owners based anywhere in Europe.