EUROPE TO GET SECOND AUDIENCE MEASUREMENT SYSTEM
By Adnews Staff
A group of pan-European TV channels have teamed up to develop a diary-based audience measurement survey. The channels involved in the project are: BBC World, CNBC, CNN International, Discovery, Euronews, NBC and TV5. The group will also ask advertisers and ad agencies to participate in the program, which will be called the Satellite Television Audience Measurement Partnership. Initially, the project will involve a pilot study, which will consist of personal viewing diaries, as well as supplementary questionnaires to collect household and individual marketing and lifestyle information. The study will involve eight European countries. STAMP will be the second audience measurement system in Europe. The first was launched in 1995 and is called the European Media and Marketing Survey. EMS conducts 18,000 telephone interviews about the TV and reading habits of the top 20% of earners in 16 countries.