GfK viewer study discredits EMS

The accuracy of broadcast audience measurement has been brought into question by GfK Media’s latest study that shows CNBC Europe has five times the number of viewers identified by BARB’s industry currency.

The Broadcast Media Survey for January to March 2004 potentially undermines marketers’ faith in BARB’s EMS in-home measurement, which fails to capture high out-of-home audiences for sports and business channels.

GfK’s findings put CNBC Europe viewers at an average of 2.6 million a week, against EMS’s 536,000 during 2003. CNBC Europe head of research Nick Mawdett said GfK’s results verify its own research.

GfK uses a digital wrist-watch device to measure the wearer’s exposure to media.

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