Summary
This report from New York Advertising Week covers a presentation by the broadcaster CBS and agency Keller Fay about how media generates word of mouth (WOM). It specifically describes research indicating that TV drives conversations about brands better than any other media. The study brought a number of data sources together (segmentation, Nielsen viewing and WOM data) to build a profile of what sparked conversations among influential viewers (“media trendsetters”). It found that TV was referred to in almost 20% of all offline "brand conversations" (over half of which driven by commercials) – and 27% of conversations initiated by the group of influential viewers. It is argued that the new data and its findings enable advertisers to target programs popular with these influential viewers, thus optimising their media planning with WOM generation as a strategic objective.

Summary
As magazines are increasingly delivered in multi-platform digital formats, and the internet continues to grow as an advertising medium, the convergence of these two trends leads buyers and sellers to seek one single source for media and consumer purchase information. This paper describes the development of a cross-media consumer database including the ‘split-weights congruent fusion’ model used while highlighting the many insights gained from this important product with numerous examples. A key benefit of this fused database is the ability of magazines and national newspapers to prove the strength of their combined audience over traditional and digital platforms.

Summary
In the final chapter of From Prime Time to My Time, Andrew Green discusses how the methods of audience measurement covered in the preceding chapters can be integrated. An overview of research into multi-media techniques is presented, including syndicated single-source research and custom single-source surveys.

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Stephan Loerke, WFA managing director, argues in this 2008 article that accountability remains a top priority for marketers. He adds that the adoption of industry-wide metrics for media audience measurement - incorporating holistic, consumer-centric approaches - remains crucial. The WFA is pushing for this outcome through its global WFA Blueprint scheme. It found recently that 50% of the world's largest ad markets have initiatives running that fulfil some or all of Blueprint's criteria. Loerke also argues that good measurement helps to solve the problems posed to advertisers by the media fragmentation brought about by the online revolution.

Summary
The objective of this paper is to introduce an innovative methodology for propagating audience data in a consumer panel in order to build a 'single source' and to measure advertising efficiency.

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This paper describes a research initiative designed to better understand the nature of how audiences consume television and online content. Through a data fusion process joining two separate respondent-level audience measurement systems (Nielsen National People Meter and Nielsen//Netratings NetView), cross-platform audience behavior is also demonstrated.

Summary
This paper describes a possible way to reduce the risk of a common client requirement, namely “to know everything from one survey”. Facing the dilemma of unrealistically long questionnaires of single-source surveys from time to time lead us to find a way to eliminate this dilemma. This paper describes the initial steps of such an effort made in Hungary, presents the methodological background of data fusion and the possible business benefits of this method.

Summary
This paper deals with the effective TV advertisement scheduling method based on the state-of-the-art data fusion methodology. It is derived from the empirical application results of TV advertisement scheduling in the actual situation that the proposed beyond-demographic segmentation using fused data develops more effective schedules in terms of higher “media ROI improvement” than does the current demographic based method. The authors also developed in-house software which enables providing the fused dataset and analyzing effective time slots of TV advertising schedule. The proposed methodology will be helpful for media planners of advertisers and advertising agencies to resolve target segment issues of the conventional demographic based method.

Summary
Peter Masson, a partner at Bucknull & Masson International Media & Research, and Sue Elms, managing director of Carat Insight UK, each provide a personal view on the current state, and future, of multimedia audience research. Masson describes the limited and flawed data that is available in a number of countries, and how with repeat interviewing, modelling and data integration he works towards a multimedia reach and frequency map. Elms reviews the UK situation where a variety of solutions have been developed.

Summary
Tony Jarvis, chairman of the ARF blue ribbon committee who produced the ‘Guidelines for Data Integration’, looks at the value and future of single source data, fusion and data integration. He quotes the views and opinions of committee members.