Media News: AFP firm to offer evaluation tool
Broadcast Marketing, the advertiser-funded programming (AFP) specialist, has launched a research system that enables brand owners and agencies to estimate the effectiveness of their AFP projects on a global basis.
The client-accessible online system, called EVA, uses live data to create an aggregate media value for AFP broadcasts, and monitors in which countries, and on what TV stations, they are running. EVA also tracks the ads appearing within each transmission and measures the value of online activities.
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Duracell has signed up to use the consultancy's tool to track the effectiveness of its factual series Explorations. The programme, launched in 2003, is distributed by cable and satellite in 200 countries, and has a potential reach of 500m households.
EVA was built by BBC Worldwide and will be available from October.
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