Abstract:

Until today the advertising world would get information about media consumption that was impossible to compare as each medium's methodologies differed. In Cyprus the first ongoing, single source, electronic multimedia measurement panel has been initiated by Watch Media, using GFK's Telecontrol Mediawatch technology. Advertisers and media planners now have a tool providing precise electronic data for TV, Radio and Print based on real time consumption both in and out of home. Foremost, they can determine the media habits of their particular target groups and establish the most effective combinations to reach that audience.