MarketingScan, joint subsidiary from GfK and Médiamétrie, announces the inclusion of Scannel within BehaviorScan, its real-life situation tests plan.

MarketingScan integrated Scannel on 26th April 2011, increasing the number of real-life situation test towns in the BehaviorScan plan from 3 to 6 towns: Angers, Brive-la-Gaillarde, Château-Thierry, Le Mans, Poitiers and Sens.

One year after the Poitiers test area was opened, and after it was more recently extended to TV advertising testing, this merger shows MarketingScan's will to multiply its tests capacities in order to meet continuously growing and more and more specialized demands, thanks to the unique benefits presented by real-life situation testing.

These benefits can be summarized here: understanding which initiatives will successfully produce good return on investments, with « real-life consumers, shopping in real-life retail outlets while being exposed (or not) to real-life adverts. »

MarketingScan's new plan now comprises:

• 54 partner hypermarkets and supermarkets naturally attended by 680 000 dwellers.
• 3 towns where tests integrating targeted TV advertising can be run: Angers, Brive and Poitiers.
• 22 000 sample households to study buying behaviors within BehaviorScan tests or to measure advertising campaigns efficiency (TVScan, WebScan, AffiScan...) using a single exposition/purchasing source.

Based in Rueil-Malmaison, the new MarketingScan entity remains the responsibility of Georges Augué, the current Managing Director.