GfK scoops BMRA award for wristwatch monitoring

LONDON – GfK Media has won the British Market Research Association Award for innovation for its portable broadcast monitoring work.

The award, presented at the Market Research Society's annual dinner this month, follows GfK Media's March 2003 UK launch of its survey of radio and TV audiences using an electronic wrist watch that monitors media consumption.

The survey, which was commissioned by TalkSPORT owners The Wireless Group, was a "highly innovative and effective approach to developing technological solutions that deliver significant benefits to their clients' businesses", according to judges.

GfK media director Nick North said: "This is a tribute to all the hard work and ingenuity behind this electronic measurement initiative, developed by GfK's Telecontrol technology centre in Switzerland."

In September, European business television broadcaster CNBC announced it was to cancel its subscription to Barb and instead base its viewing data on the GfK wristwatch system, which has been trailed in Switzerland since 2001.

The GfK system is one of three being trailed by radio audience measurement company Rajar next month.

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