Seeking the Holy Grail

Is Single Source Measurement the Real Knight in Shining Armour for the Media Industry?

Joan FitzGerald
Arbitron, Inc., United States

Tony Jarvis
MediaCom/Grey Global Group, United States

INTRODUCTION

An epic battle is raging between fusion and an array of other data integration techniques to provide the single source databases required by media sellers and buyers to meet evermore sophisticated brand needs. However, a knight in shining armor has appeared on the horizon in the form of Single Source research. New technology has enabled electronic measurement of multiple media and sales results from the same respondents. Consequently the authors believe a new Crusade is about to be fought, one that leverages these new technologies into single source research that will help marketers and media executives achieve their “holy grail”: measuring the return on investment of media expenditures based on direct measures.