It Cant Go On Like This Much Longer
Bob HulksAlban Hulks Research
This article argues that the current structure of UK media research has reached the end of the road
This year, over 25 million will be thrown at the industry JICs, the Joint Industry Committees, in trying to measure the potential audiences for advertisements in the main consumer media in the UK. If we add to this the plethora of private sector research attempting to measure internet audiences, this figure may even double. Of course, this is a paltry investment for any medium when compared with the billions...