GfK NOP Media launches panel to measure the effect of online advertising

GfK NOP Media, the media research company, has launched a new panel to help marketers’ understanding of the influence of media channels on sales.

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.

Google is funding a number of pilot studies to launch the panel on behalf of FMCG brands and their agencies.

Shuvo Saha, head of Google’s FMCG business, said, “We believe this is an important development in the measurement of media effectiveness and we are keen to learn with our advertiser and agency partners about the real effects of internet advertising in the context of the full media mix. We hope the availability of some campaign evaluation studies will encourage them to use the panel and start to learn.”

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.”

This story first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here