Informationsgemeinschaft zur Feststellung der Verbreitung von Werbeträgern
The information community to determine the distribution of advertising media (IVW ) is an association based in Berlin. This is maintained by the media companies, advertisers and the advertising and media agencies in Germany. Content of their work is collecting valid data and making them available to the power of advertising media ( comparison data).
Since the formation of IVW on November 4, 1949, the Association for the Assessment has its control activities continuously expanded and adapted their individual methods to the new requirements of the advertising market. It was founded by publishers in cooperation with the " Central Association of the German Advertising Industry " (ZAW ). The IVW is a sub-organization of the ZAW but legally self-employed since 1955. Chairman of the IVW is the president of ZAW. The IVW collects and today controlled distribution data for almost the entire range of advertising media in Germany.
Function and purpose of the IVW
Paragraph 1 of the IVW Statute is " to promote the truth and clarity of advertising and thus to ensure a true competition comparable and objectively assessed documents relating to the dissemination of advertising material ." IVW is the International Federation of Audit Bureaux of Circulations ( IFABC ) connected. Originally created as a means of circulation control of print media, the activities of the IVW was expanded over the decades to other areas of the media online, radio and television, outdoor advertising and movie theater. For this each specific guidelines and criteria.
The members of the IVW include various companies and organizations, which are composed as follows:
Determined since 1949, reviewed and authenticated the club objectively the distribution of advertising media. Will provide you with results of their work as reliably assessed data for consumer, professional advertisers and the media competition with each other. Media providers, advertisers and advertising agencies have created an efficient monitoring system, which is under their joint supervision.
As independent of the state, non-commercial testing institution IVW supplies the media and advertising industry and the interested public with basic data for the marketing of media as an advertising medium. The verified data will be published.
In case of doubt as to the correctness of the information and the sales service, the foreign printers and / or the transport documents to be checked. Repeated providing false data to the exclusion from the IVW done.
Examination of press products
The association is determined and published on a quarterly basis, the circulation of newspapers, magazines and other periodical press products. Are stated by the publishers numbers are checked by independent auditors twice a year. The press products are to be tested daily newspapers, weekly newspapers, magazines, journals, calendars, phone books, reference books, offer sheets and customer magazines. In the daily press and the magazines, they also collects their geographical distribution.
In the print media, the membership of the IVW prerequisite to participate in media analyzes, analysis of turnover and reader analyzes.
The widespread, as well as the selling of copies is crucial for defining the display of the prices publishers.
The association analyzed the average circulation figures fourth year. The IVW requires to lead a support book for every title that is checked by the IVW. To document the circulation figures also standard forms are used. The examiner made after its review to an audit report.
The publisher must be able to verify its stated sales and circulation figures, and the various types of support must be clearly defined and identifiable.
The print edition is divided into:
- Print run: highest circulation figure, complete edition minus the waste
- Circulation: number of copies sold plus free copies
- Copies sold: Retail, subscription sales, other sales minus the remainders
- Subscribed edition: fixed recipients, regular subscription price, staff pieces, for members, WBZ ( door sales), copies provided with advertising stickers
The subscription numbers are divided into:
- Fixed subscription
- Student subscriptions
- Student subscriptions
- WBZ
- Multiple shipments
- Part Subscriptions
- For members, as part of a membership fee
- Personal items: employees, carriers, employees
- Lesezirkel
The sales figures for retail sale be divided into:
- Station bookshops
- Newspaper and magazine distributors
- Presse-Grosso
- Dumb seller
- Street vending
- Evening sale
- Zustellhändler
The amount of this additional distribution types is determined:
- Free copies all copies that will be distributed free of charge
- Archive copies
- Copies
- Promotional copies
- Review copies
- Flight copies
The imprint of the respective publication a publisher can print the IVW sign that identifies him as a member of the IVW. Thus seen an advertiser that the circulation figures are audited.
Examination of online media
In the field of online media, IVW using web beacons ( ivwbox ) the total number of page views, and the individual associated use processes of web services firm. Privacy advocates complain about this, the disproportionately large amount of information about individual users, which are collected in this context by the IVW, although it IVW is not technically possible at present to identify " single user" name. However, if you still do not want to be recorded, may even contradict by putting an opt - out cookie. The detection can be prevented, inter alia, filters, such as the selective blocking of Adblock or cookies. Since 1 July 2011, the IP addresses of Internet users are reduced by 1 byte in the counting procedure before processing. In the computer IP addresses according to their own figures do not, but " processed aggregated data " as. The page accesses are measured by the Technical Information Line GmbH, which operates the measuring system. The Austrian equivalent is the Austrian Web Analysis.
The IVW - counting method for online media was introduced in 1997 in Germany and since then repeatedly adapted to current developments in the online market. Recently introduced the IVW with expulsion for November 2009, the old method of counting with a focus on page views in favor of unique visits to.
Theater and cinema
The club determines the annual number of visitors to the German film theater. In addition to the collection of standardized indicators for advertising power of media products, the inspection activities of the IVW in individual types of media also extends to the correct execution of advertising orders. Thus, the IVW checks as part of its broadcast media control to selected broadcast days the timely and uninterrupted broadcasting of radio and television spots. In addition, the control procedures are proper performance of advertising films in cinema halls and to the quality assurance in outdoor advertising under the supervision of the IVW.