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PromiMeter
IMAS has developed in the prominent (“Promi”)-Meter a research instrument that enables you to assess the “advertising value” of VIP’s as testimonials in your advertisements. It allows you to determine the contribution that a brand can expect to receive from the level of awareness and personal image of a particular VIP.
PromiMeter is measured using a representative sample of the German population aged 16+ and face-to-face interviews as part of the IMAS Omnibus survey. Each PromiMeter survey uses images of eight VIP’s, which are presented on a colour showcard and tested by a representative sample of 1.000 persons.
The evaluation is conducted by means of a standardised questionnaire, in order to guarantee the comparability of the results of all PromiMeter measurements and also create benchmarks. To this end IMAS has at its disposal the results of countless previous measurements.
Furthermore, any additional questions desired by the client can be integrated into the questionnaire (e.g. target group specifications, product usage, suitability for media/advertising etc.).
The PromiMeter begins on the 15th of each month (editor deadline) or in some cases one day later. Results can be expected around 4 weeks after this deadline. Data for VIP’s who have already been measured are available within one week.
Your contact for the PromiMeter:
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(only German)