IVW - Information Association for the Determination of the Distribution of Advertising Media

The Informationsgemeinschaft zur Feststellung der Verbreitung von Werbeträgern (IVW) is an independent organisation operating in Germany and specialising in measuring and verifying the circulation of advertising media. IVW was founded in 1949 and works in close cooperation with publishers, agencies and advertising customers.

IVW's main task is to verify and publish circulation and usage figures for print and online media. This is done by carrying out regular reviews and checks of the circulation and reach of newspapers, magazines and online offerings. The results of the checks are published in the form of IVW circulation figures and IVW reach figures and serve as an important basis for decision-making for advertisers and agencies.

Another important task of IVW is the standardisation of measurement procedures and the development of quality standards for the advertising industry. IVW is committed to transparent and reliable advertising measurement and works closely with other organisations such as the Arbeitsgemeinschaft Online Forschung (AGOF) to ensure uniform and reliable measurement of advertising penetration.

In summary, IVW is an important institution in the German advertising industry, which promotes transparent and reliable advertising measurement and serves as an important basis for decision-making for advertisers and agencies by publishing circulation and reach figures.