Media measurement in the US and the UK

Describes how Millward Brown in the U.S. have compensated for the relative lack of media consumption data (as compared to the UK) by adding media consumption questions to ad tracking surveys.

Media measurement in the US and the UK

Rosi Ware and Doug Scott, Millward Brown International, show how survey-loaded 'single-source' data can illuminate media strategy in the absence of adequate detail from panel research

Doug Scott and Rosi Ware

A year or so ago, I wrote a piece called 'Battling for the consumers' attention' (1) which looked at the declining trend in TV viewing and the reasons behind it in the UK. There is such good data on TV viewing in the UK - I could look at who is watching what, at which times and at what...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands