AIM, the Irish media specialist, has installed media analysis software which allows in-depth interrogation of media data. Donovan Data Systems (DDS) will, it claims, furnish AIM with more efficient advertising and market information for its clients.

The company analyses data from UTV and Channel 4, returning information about airtime delivery, viewing habits, and coverage and frequency for campaigns. The system also includes expenditure data across media in Britain and Ireland, and it can also be used as a direct ordering system.

DDS, which is used in 49 out of the top 50 advertising and media agencies in Britain, has established a base in the Republic and connects its London servers to AIM via a leased line.

Pictured above at the signing of contracts for the provision and installation of DDS software were Mr Liam McDonnell (left), managing director of AIM, and Mr Sandy Macdiarmid, European media director, Donovan Data Systems.