The invention relates to a method for evaluating the impact of audio and/or visual commercial documents. The document is reproduced in the immediate vicinity of a storage location. An analysis means determines the number of objects selected during the document reproduction. The impact value associated with the document corresponds to the number of objects selected during the reproduction of said document. The analysis means is for example a camera permanently filming the stock of objects made available to consumers. The number of objects selected by consumers during a predetermined period of selected document reproduction, and which is higher than a predetermined value, allows the selection of the documents having the strongest impact. The selected documents are then reproduced. The invention also relates to a server capable of determining an impact value used for selecting the documents to be reproduced.
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