The Difficult Balance of Media Measurement
Roberta McConochieArbitron
Media measurement balances three marketplace forces: consumers, media and the buyers of media – advertisers and agencies. In the first decade of the 21st century, the balancing...
The difficult balance of media measurement
Dr Roberta McConochie, a director of Arbitron Inc, argues that current media measurement methods are failing to cope with declining consumer cooperation, conservative media owners (still preferring traditional diary records) and advertisers and agencies wanting more complete measures of media usage, and data to help determine advertising accountability.
