Single source multimedia audience measurement – The Eurisko media monitor
Giorgio LicastroGfK Eurisko, Italy
BACKGROUND
The Evolution of Society
According to several recent studies and to clear evidence, media exposure has been changing in recent years, especially as far as the most advanced groups of our society are concerned.
In particular, while exposure time to each individual medium has been decreasing, the number of media used by people has grown – also due to a larger offer. Consumers are exposed to an extremely large variety of media and messages on a daily basis – not only inside but also...