New ratings panel for online

GfK NOP Media, the UK media research company, has launched a new panel.The company has partnered with TNS Worldpanel and media research company Nurago to create a panel that measures online and offline media consumption in addition to consumer sales data.
The Media Efficiency Panel will deliver data for 10,000 households, using TNS data to supply FMCG sales data and Nurago and GfK NOP methodology to measure media consumption.
Gary Roddy, research director at GfK NOP Media, said, "For the first time, the UK marketing industry will have real empirical data linking internet advertising directly to sales and the ability to compare this with other above-the-line advertising. We believe this will help marketing budget decisions to be made in a much more informed way."