Audience Measurement 5.0: Pushing the Boundaries

How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.
  • In history, there have been at least four key phases of development in audience measurement methods but the one we are entering now – the Fifth Age – is different.
  • Many of the techniques and methods we can expect to feature in this Fifth Age are already in place: device-agnostic surveys, passive data collection, the integration of multiple data sources with traditional survey data, etc.
  • What may need to change is the attitude of the various industry players: they need to start working together.
  • Fear of change has been a great barrier to progress in implementing new...

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