EN
An agreement on the measurement of outdoor advertising audience in the Czech Republic was signed on Tuesday, 6 August 2013 between the contract owners BigMedia and euroAWK and the implementers MEDIARESEARCH and MGE DATA. MEDIARESEARCH provides the data collection on the sample of 2000 respondents while MGE DATA supplies Mobitest – a time-proven technology used in the United Kingdom, Germany, Austria, Poland, the Netherlands and other countries.
The project of collection of GPS data has 12 stages and secondary data on daily mobility are the result. The indicators of outdoor advertising audience are derived from detailed records of a trail of every respondent and the database of outdoor advertising spaces.MEDIARESEARCH, along with MGE, will prepare standard media indicators for the Czech market such as GRPs, Reach and Frequency and will also establish correct algorithms for calculation of these indicators, in advertising campaigns. Successful trial data collection took place in August, 2013 and we will launch regular 3-week waves of data collection in the second half of September. The measurement will take place in Prague, Brno, Ostrava and two selected county towns. Results from the project should be made available to the contract owners in July, 2014.