Pan-European TV channels launch new audience measurement survey

- In a drive towards accountability to the international advertising industry, seven Pan-European television channels have agreed to develop a single audience measurement system.

- In a drive towards accountability to the international advertising industry, seven Pan-European television channels have agreed to develop a single audience measurement system.

The new partnership brings together BBC World, CNBC, CNN International, Discovery, Euronews, NBC and TV5.

The seven will set up a joint working committee in which advertisers, as well as advertising and media agencies, are being invited to participate.

The initial stage will involve a major pilot study called Stamp (Satellite Television Audience Measurement Partnership), which will be handled by the WPP-owned company, Research International.

The Stamp pilot will consist of personal viewing diaries as well as supplementary questionnaires to collect household and individual marketing and lifestyle information.

The pilot study will replicate the specifications prepared for the full-scale survey. The fieldwork for the pilot study will be conducted in eight European countries. A decision to proceed with the main survey will be taken in the summer of 1998.





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