The WFA Blueprint: Everyone gains from evolving media measurement

This paper argues the case for the industry-wide development of a consumer-centric approach to media audience measurement, as advocated by the WFA's Blueprint initiative.

The WFA Blueprint: Everyone Gains from Evolving Media Measurement

Robert Dreblow World Federation of Advertisers

The cancellation of Project Apollo, the US-based initiative to develop a consumer-centric holistic system for measuring audiences across media, made news round the world.  The demise of the service, which was led by The Nielsen Company and Arbitron, was blamed on its capital cost, and the decision to end it drew both disappointment from Apollo supporters and cries of "I told you so" from critics. However, the underlying need identified by the project has not disappeared. Arguably, it has grown stronger. When...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands