Cross-media measurement by the centralized data collection of comparable data
Tanja Hackenbruch and Daniel Battiston
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
INTRODUCTION
Current media research is faced with the problem that what is available to consumers in the course of digitali-zation...
