Watching, listening and reading: A new classification for better audience measurement
Emily BarleyWarc
"We need a house of new definitions," according to Leendert van Meerem, of LVMR Media and Research Consultants. For example, "we're not talking about television anymore – it's video," he told an ESOMAR multi-platform media seminar held in Amsterdam in June 2015.
The past was simple, with just television, radio, print and outdoor and established measurement tools for each of these – combining metering and survey data. But advances in technology – especially the internet and mobile – have changed all that. "The big confusion is...