NEWS5 February 2010

EIAA expands Marketscope study to cover 15 European countries


UK— The European Interactive Advertising Association (EIAA) is expanding the coverage of its Mediascope Europe survey to measure media consumption patterns in five additional markets.

The last report covered 10 countries, including France, Denmark, Sweden, the UK, Spain and Holland. 2010 data, when it is released, will also report stats on consumer use of internet radio, TV, mobile and print media in Poland, Portugal, Russia, Switzerland and Turkey.

London-based SPA is the lead research agency on the project, with fieldwork conducted by Synovate, Globalpark, TNS and Doxa.

Meanwhile, EIAA has put together a new Insight Council where media owners and agencies can debate and develop research and consumer insights that can be used to grow Europe’s online advertising market.

Among the 14 council members are European heads of research from AOL Advertising, Microsoft Advertising and Yahoo!, plus representatives of Aegis, Havas, Interpublic, Publicis and WPP.

EIAA executive director Alison Fennah (pictured) said: “The creation of the EIAA Insight Council will enable us to create a unique environment where leading research and commercial players can come together to grow the industry’s consumer and market insight.”