The French experience – Measuring the audience of a medium beyond its original form
Laurent BattaisMédiamétrie, France
INTRODUCTION
The development of the Internet and the advance in the media available as a result of digital technology necessiatated the addition of a Cross-Media measurement to the media by media audience analysis (see Figures 1 and 2).
Figure 1: Internet audience is strongly increasing
Figure 2: … With a user time increase
At the request of its main clients and with the support of the UDA (the French advertisers' association), Médiamétrie, together with Audipresse (measurement of the press) and Affimétrie (measurement...