Accountability of audience measurement - ARF survey of industry concerns regarding media measurement services

INTRODUCTION

As a follow up to the January 31st ARF Special Event: Accountability of Audience Measurement, the ARF conducted a cross-industry survey to better define and understand the key measurement issues facing each media sector.

METHODOLOGY

The online survey invitation was emailed to 507 people who had attended the ARF's Special Event on January 31, 2005, or who were active on one of the following ARF Councils – Media Accountability, Online Media, Print, Radio, Video Electronic Media, and who had a functioning email address. Responses for this report were gathered from those individuals who work for advertisers, agencies or media companies. The response rate was 30% for these three industry segments. Since some forwarding of the link to other research buyers occurred, the size of the sample frame and, consequently, the response rate are estimated.