The Difficult Balance of Media Measurement
Roberta McConochieArbitron
Media measurement balances three marketplace forces: consumers, media and the buyers of media – advertisers and agencies. In the first decade of the 21st century, the balancing act has become strenuous. Maintaining integrity, utility and value in the service of all three masters may be approaching a level of difficulty beyond that of any single media-measurement organisation.
THE CONSUMER ANGLE
Consumers in many nations no longer unequivocally welcome researchers into their lives. In the 1940s and 1950s, when survey research was in its infancy in the US, researchers were able to...