Cross media consumption and adequate media strategies. First steps in analysing single source electronic media data

Giordano Giordani and Rolf Müller

This paper takes a first careful step into the rich body of information on combined usage of radio and TV which has accumulated in three years of electronic measurement of radio (and TV) with Radiocontrol, the radio watch, in Switzerland.

Cross Media Consumption and Adequate Media Strategies

First Steps in Analyzing Single Source Electronic Media Data

Rolf MüllerPublica Data AG, Switzerland

Giordano GiordaniIP Multimedia AG, Switzerland

INTRODUCTION

Since January 2001 Radiocontrol is the official currency for radio research and radio planning in Switzerland. But Radiocontrol can do more than that: it measures TV consumption as well. Using the audio-matching process, Radiocontrol has been measuring 60 TV channels since its beginning. This true single source research on the main electronic media in Switzerland brings forth a data set rich with information on habitual consumption as well as diverging use...

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