The media monitor in Italy: single source multimedia measurements
Giorgio LicastroGfK Eurisko S.r.l, Italy
THE PROBLEM AND THE OPPORTUNITY
The Problem: Reflecting the Change in Media Consumption Habits
As shown by several pieces of research carried out over the last few years, media consumption behaviour in Western countries has been changing, especially as far as the more advanced segments of society are concerned. The availability of new technologies and the spread of home internet connections are responsible for the changes in lifestyle and consequently in media exposure, giving rise to the so-called “media meshing” phenomenon (Forrester Research and Media...