Television advertising campaigns’ reach can now be measured electronically

GfK Panel Services Germany expanded its Web Efficiency Panel service: it now involves monitoring the reach of television advertising campaigns. Panel members were given special mobile phones which are capable of identifying voices and by this registering the contacts of television ads. While watching television, participants activate the mobile phones and these recognise the ads and transmit the registered data via the phone network.

The system monitors the 11 biggest commercial TV channels’ programmes, which cover 90 percent of the advertising market’s revenues. Web Efficiency Panel only monitors the contacts of advertising campaigns and does not give the viewing rates of programmes or advertisement blocks.