EMM - Eurisko Multimedia Monitor (EMM) 2010
This is the most sophisticated survey tool devised so far by GfK Eurisko to analyse Italians’ usage of all media, and is now in its second edition. It is based on a completely new methodology - an electronic multimedia meter that is passive, personal and portable. This research tool is absolutely innovative in solving once and for all the problem of multimedia planning, with exact accuracy, allowing it to be linked to the target of interest regardless of how the latter has been defined.
Objectives To analyse the multimedia time budget of a panel of adults for 28 days, minute by minute, day by day, through objective and continuous monitoring of their exposure to the following media:
- National, satellite and digital terrestrial TV
- National radio and a selection of local radio stations
- Dailies (information, financial, sports)
- Magazines (both weeklies and monthlies)
- Internet
- Cinema
- Direct Mail
- Outdoor and retail outlets
To also gather all key information (sociodemographic, lifestyle, consumption) that can be used to define the target, and to provide tools to improve the effectiveness of cross-media planning.
Methodology Fieldwork will involve a panel of 7,000 individuals, with each panellist being given an EMM Meter to measure TV and radio, and a Dialogue Machine to measure the other media. Fieldwork lasts for 4 weeks, thereby enabling continuous monitoring of over 200,000 days. During fieldwork panellists will be contacted on 3 occasions to gather personal data and to collect and classify all the direct mail received, as well as monitor and "stimulate” the compliance of all panellists.
In addition to standard analysis reports, deliverables will also include data files and software to allow clients to run their own analyses, and plan their media activities.
Timing Fieldwork with the EMM meter will start in January 2010, and continue throughout the year. Delivery of findings is expected in two periods: July and December.
FOR MORE INFORMATION contact: Giorgio Licastro (Research Director)
Oreste Sala, Nicola Ronchetti (Account Directors, Milano) Silvia Castagna, Simona Grieco (Account Directors, Rome)
