This could be heaven: how to measure media in a fragmented universe

John Faasse

Today's measures of 'vehicle exposure' will not be the measures of the future. Increasing sample sizes will eventually lose the battle as a consequence of ever-increasing fragmentation of media behaviour.

This could be heaven: how to measure media in a fragmented universe

John FaasseKobalt Media Knowledge Center, Netherlands

THE CHALLENGE

Media research is on a dark desert highway. The number of available media is increasing, consumer use of media is fragmenting, and media plans are fragmenting too.

Even today, the number of magazines in our National Readership Surveys is only a fraction of the total number of magazines. The number of channels which are reported on in our People Meter Panels is only a portion of all available digital channels. As readers and viewers become dispersed, audience figures drop....

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