The Mediawatch in Cyprus: single source TV, radio and print measurements in real time

Sophia Avraam
Watch Media, Cyprus

PREFACE

Until today the advertising world was used to getting information about media consumption that was not possible to compare as methodologies for each medium were different. Today this could become history. On the small Mediterranean island of Cyprus, the first ongoing, single source, electronic multi media measurement panel has been set in place by Watch Media, using GFK's and Telecontrol's Mediawatch® technology. To the advertising world this opens up a world of opportunities. Advertisers and media planners have a tool which gives them precise electronic data for TV, Radio and Print based on real time consumption both in home 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 particular audience.