Single Source – For Increased Advertising Productivity In A Multimedia World

Michele Levine
Gary Morgan
Roy Morgan Research
Nicola Hepenstall
Nick North
Roy Morgan International
and
Geoffrey Smith
Roy Morgan Research


Introduction

As far back as June 1997, at the Gallup International 50th Anniversary Conference in the UK, when Roy Morgan Research of Australia was asked to talk about the importance of measurement of media today and into the nature – we addressed the following topics:

  • Different measures for different media, but a single source of information for all – media, advertising agencies and advertisers;
  • The need for accuracy in measurement and its benefits to the advertiser;
  • Questions surrounding fusion of data.