The end of measurement as we know it

Andrew Green

This paper examines the problems and pitfalls of today's sample-based media measurement services with particular reference to television.

The End Of Measurement As We Know It?

Andrew GreenOMD

Introduction

In 1930, Archibald M. Crossley persuaded a group of radio advertisers to sponsor a revolutionary new research technique: a sample-based system of telephone interviews to measure, on a continuous basis, people's recall of their home radio listening behavior. Crossley had already tested the technique for Eastman Kodak a year previously and had generated wider interest.

With such a service, advertisers could finally get some idea of the value they were receiving in return for their investment in the fledgling medium which circulation returns had long provided in...

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