Gfk Media will offer research services to advertising agencies, broadcasters and advertisers. Its first major project is coordination of Rajar's testing of Radiocontrol, a new system of radio and television measurement.
Gfk has also signed a three-year deal with Kelvin MacKenzie's Wireless Group to test Radiocontrol on his TalkSPORT national radio station.
The new company will be run by Nick North and Tanya Koshechkina. North was previously marketing director at research group Roy Morgan International. Koshechkina was international research divisional director at sister business Martin Hamblin Gfk.
As well as working directly for agencies and advertisers in supplying quantitative research, Gfk plans to pitch for further media measurement such as Barb. It currently supplies industry standard measurement systems for the TV industry in seven European markets, including Germany and France.
The company's aims are to measure exposure of clients' communications strategies across all media and to improve media accountability by developing electronic measurement technology.
North said: "We are looking to provide services across the entertainment industry and beyond to advertisers because we at Gfk have a strong consumer panel business. We can combine consumer purchase information with media-usage behaviour to create a strong combined product."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.