Does a rating on television have the same impact as a rating in print or radio?
Andrew GreenZenithOptimedia
BACKGROUND
In September 2005 the World Federation of Advertisers outlined a 'Blueprint for consumer-centric, holistic measurement' in which they urged the advertising industry to make progress towards developing integrated, cross-media audience measurement services.
This would involve, the organisation argued, going beyond simple demographic descriptors of people and, at the very least, allow better linking of the various individual media measurement approaches.
THE ISSUE
Every major advertising medium has developed its own particular definition of what constitutes an audience. These definitions can...