STOCKHOLM: ESOMAR, the market research professionals' body, is proposing a new way of measuring the performance of out-of-home advertising. This was unveiled at its WM3 media audience measurement conference, from where WARC has been reporting this week.

ESOMAR says its new GOODHAM system will track exposure to advertising messages on posters and the mobility of various population groups through the vast range of out-of-home environments. It also says the system will combine the various measurements currently available (travel surveys, traffic weighting, panel classification and visibility studies) into one integrated system.

However it admits that at this stage the proposed system is only suitable for fixed panels as opposed to video panels.

It was also reported at the WM3 event that worldwide daily TV viewing has increased by five minutes per day for the past five years, which equates to three billion potential viewers.

The average daily viewing figure is now three hours eight minutes, up two minutes from 2008. These figures are based on data from 76 territories worldwide collected by Eurodata TV Worldwide in France.

Factors driving the growth in TV include the growth of digital options, including many more channels, and improving content. The increasing cross-fertilisation of TV with computers via the internet and mobiles is a growing influence in many markets.

Further analysis of data from the now-defunct Project Apollo in the US was also unvelied at the event, which questioned the ‘halo effect' - the supposed benefits for parent brands of sub-brand advertising support.

A number of case histories highlighted possible degrees of cannibalization that could undermine the performance of the total brand.

WARC's full coverage of the conference can be found on our WM3 blog.

Data sourced from ESOMAR; additional content by WARC staff.