Multi-screen media planning: Audience measurement
Antonio CarvalhoKantar Media Audiences
Set-top boxes provide lots of data on viewing across platforms, but planners need to assess the levels of granularity that are appropriate for each campaign.
There has been much talk about how much the TV landscape is altering as technology continues to develop, yet, in essence, it is still the same entity that it has been for many years – an emotional and social hub, and a favourite way for people to relax and socialise at home.
However, it is the case that television is becoming increasingly centred on the...