The Mediawatch in Cyprus: single source TV, radio and print measurements in real time

Until today, the advertising world would get information about media consumption that was impossible to compare as each medium's methodologies differed.

The Mediawatch in Cyprus: single source TV, radio and print measurements in real time

Sophia AvraamWatch Media, Cyprus

PREFACE

Until today the advertising world was used to getting information about media consumption that was not possible to compare as methodologies for each medium were different. Today this could become history. On the small Mediterranean island of Cyprus,

Our world, wherever that may be, is becoming more and more complicated. People are always running around trying to catch up while at the same time being bombarded by zillions of messages every single day. In order to make an impact and distinguish among the many, marketeers need increasingly more information about the consumers to understand their behavior and choices. Often however even the information we get is confusing and contradicting. It's like a puzzle where you have different pieces and you only see one at a time and some of them might not even fit in because they come from a different puzzle. We are today able to see the whole picture at once and in doing so we move from a two-dimensional view to a three-dimensional view. This is the power of single source multimedia measurements.