TNS Scores GfK Exec for RAJAR/BARB Service

Michael Hedges August 28, 2006

The new head of TNS iTRAM is Andrea Mezzasalma, who departs GfK Eurisko in Milan where he served as partner and vice-president. He takes over the iTRAM (Internet, Television and Radio Audience Measurement) unit from Mike Gorton, who is retiring.

Mezzasalma is relocating to London where one of his first tasks will be to manage the RAJAR/BARB measurement contract awarded to TNS earlier this year.

And in London he’s well known to the media community. Two years ago he secured a place for Eurisko in the RAJAR electronic measurement trials, effectively knocking out GfK. TNS and Ipsos secured the multi-dimensional RAJAR contract set to commence in 2007. TNS will use Arbitron’s Personal People Meter (PPM) for a London joint radio/TV measurement trial and Ipsos will continue providing UK-wide diary-based measurement for radio.

Mezzasalma joined Eurisko in 1990 and was instrumental in developing statistical and technology based measurement services, including a ground-breaking tool for out-of-home measurement.

About the time he was presenting the Eurisko Media Monitor to RAJAR – and the rest of the world – as an alternative to PPM and GfK’s Radiocontrol device, NOP World bought the company. Then GkK bought NOP World. While radio measurement is a small part of GfK’s overall package of services it does have significance. Questions were raised about whether or not GfK would commit to Radiocontrol (and big brother Telecontrol) mindful of the RAJAR “problem” or get behind Eurisko’s radio measurement system. Officially, GfK said it would market both systems. In reality, with Mezzasalma’s departure, we have our answer.

After evaluating the London results RAJAR will draft new specifications for continued radio measurement, perhaps including the PPM, Eurisko’s Media Monitor or Ipsos Smart Cellphone. Time will tell.