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...