NEWS2 March 2012

IAB Europe expands Mediascope study to 28 countries


UK— The Interactive Advertising Bureau (IAB) Europe has added 13 new countries to its study of European media consumption, Mediascope Europe.

The research now covers 28 countries with the addition of Austria, Bulgaria, Croatia, Czech Republic, Finland, Greece, Hungary, Ireland, Romania, Serbia, Slovakia, Slovenia and Ukraine. It involves more than 50,000 interviews, gathering information about online, TV, mobile, newspapers and magazines use.

SPA Future Thinking will serve as lead agency on the expanded study, as it has done since 2005. Omnibus fieldwork will be conducted by Amarach, DataCollect, Doxa, Epinion, Focus Bari, FOM, Gallup, GfK, I’m Research, IMAS International, Ipsos, ISOPUBLIC, Mediaresearch, Prizma, Romir, Simple Logica, TNS and Yontem while the online part of the study is conducted by QuestBack in cooperation with Annik, DataCollect, Focus Bari, Gemius, GMI, Mediaresearch and MindTake.

Alison Fennah (pictured), IAB Europe’s vice president of research and marketing, said: “Mediascope Europe is the most comprehensive media consumption study covering the diverse European market. With this expansion it becomes a flagship product and reference point for the IAB European network and will be increasingly sought out by marketers and businesses to understand the latest media trends and inform and shape their strategies.”