Cross-media measurement by the centralized data collection of comparable data

The demand for uniform and comparable media usage data is becoming increasingly greater as technologies become more advanced and individual media overlap to an increasing degree.

Cross-media measurement by the centralized data collection of comparable data

Tanja HackenbruchGfK Telecontrol AG, Switzerland


Current media research is faced with the problem that what is available to consumers in the course of digitali-zation and more advanced technologies has become so comprehensive and multilayered that the “data silos”, as they are known, are no longer sufficient for providing planners and researchers with the correspondingly complex data they need. In particular, the constant availability of media content (out-of-home, mobile, etc.), the blend of different types of media on a variety of platforms as well as the interleaving of media...

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