Thursday, 26 February 2004  
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'Minds FCB sign up for Peoplemeters'

Minds FCB (Pvt) Ltd., has become one of the first ad agencies to start using Lanka Market Research Bureau's new TV audience measurement system utilising the most advanced Peoplemeters in the region.

A Peoplemeter is an electronic device fixed to the TV set, in a representative sample of homes, to capture the viewing habits of household members. In the Peoplemeter system each individual logs in/out by pressing a pre-assigned button.

This enables viewership to be recorded minute by minute in real time. Since this requires a negligible input from viewers and immediately records the changing of channels, it provides far more accurate data than the diary system currently used by the industry.

Media Director, Strategic Planning Minds FCB (Pvt.) Ltd., Rimzan Farook, says that LMRB has fulfilled a long felt need in the industry by introducing the Peoplemeter service.

"This is a more accurate media measurement tool and the industry will experience a shift from the diary system to the meter system.

It is a leap from Vehicle exposure to Ad-exposure. This will no doubt revolutionize the way media is bought and sold in the country.

It will set new standards in the industry.

This specially comes at a time when media cost is spiralling whilst audience are getting highly fragmented.

The annual media inflation is estimated to be around 30-40 per cent. Now Media Planners and advertisers, to a great extent, have the ability to monitor the viewership of the advertisement placed on TV more accurately than ever before.

This really helps planners to sharply focus the Advertisers media budgets by minimizing waste and maximizing the exposure, thus catering to shrinking media budgets.

This also makes inroads for the advanced media tools coming in to the country".

British Council

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