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ITV Appoints GfK NOP Media for Groundbreaking Panel
In the UK, GfK NOP Media has been appointed as ITV's research partner to run its new online panel, ITV Vision, for an initial contract of 2 years from April 2006. The panel will enable ITV to measure audience reaction to its programmes within 36 hours of broadcast.
Key developments include:- On-line methodology that enables daily measures of viewing, together with highly targeted surveys among viewers of specific ITV shows
- Faster turn-around time of results, with next-day delivery of results of all programme-related and custom research surveys
- Increased flexibility to gauge audience reaction to live entertainment shows, breaking news and late programme changes
- The ability to research creative executions, helping ITV deliver a stronger return on investment for their advertisers.
According to Nick North, joint MD of GfK NOP Media, 'We are delighted to have been chosen to partner ITV on this important new project. The demands of a commercial broadcaster of the size of ITV present us with exciting new challenges, and to this end we've built a bespoke service tailored to their needs and drawing on our strong track record of TV audience appreciation research, both in the UK and internationally.'
Neil Mortensen, Head of Research, added: 'I am excited about the value that ITV Vision will undoubtedly create for both of our businesses. This new service gives us the opportunity to visit the living rooms of 5,000 viewers every day, delivering results back into ITV in 36 hours. This will dramatically speed up our decision making and allow us to make effects on-screen quicker than ever before.'
From April, the panel will give continuous tracking from a panel of 5,000 respondents, nationally representative of the UK population aged 16 plus. Panellists will be invited to share their thoughts and feelings about what they watched on TV on the previous day, and invited to take part in research about the programmes they viewed and about a range of issues on behalf of ITV.
GfK NOP is online at www.gfknop.co.uk
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