The mediawatch in Cyprus
Single source TV, radio and print measurements in real time
Sophia Avraam & Irene Karaoli
Abstract
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, the first on going, single source, electronic multi media measurement panel has been set in place by Watch Media , using GFK’s & Telecontrol’s Mediawatch ® technology. To the advertising world this opens up a world of opportunities. Advertisers and media planners have a tool which gives them precise electronic data for TV, Radio and Print based on real time consumption both in home and out of home. Foremost, they can determine the media habits of their particular target groups and establish the most effective combinations to reach that particular audience.
Sophia Avraam
Watch Media, Cyprus
Has a BA from Reading University (UK 1989) in Human Geography and Economics and an MA from Johns Hopkins, SAIS (USA 1991) in International Relations. After graduating she enrolled at a customized one year training program with P&G in Geneva.
In 1993 she joined Ledra Advertising one of Cyprus’ biggest advertising companies . In 1997 she moved to market research working for MEMRB later Synovate as Cyprus Country Manager. In 2005 she set up Watch Media (Cyprus) LTD, specializing in multi media audience measurements.
Irene Karaoli
Delema/McCann Ericson
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