Watching, listening and reading: A new classification for better audience measurement

This event report looks at one possible solution to the problems researchers face in measuring audiences across multiple platforms.

Watching, listening and reading: A new classification for better audience measurement

Emily BarleyWarc

"We need a house of new definitions," according to Leendert van Meerem, of LVMR Media and Research Consultants. For example, "we're not talking about television anymore – it's video," he told an ESOMAR multi-platform media seminar held in Amsterdam in June 2015.

The past was simple, with just television, radio, print and outdoor and established measurement tools for each of these – combining metering and survey data. But advances in technology – especially the internet and mobile – have changed all that. "The big confusion is...

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