Does a rating on television have the same impact as a rating in print or radio?

This paper notes that every major advertising medium has developed its own particular definition of what constitutes an audience, but that their different definitions mean that any connection between exposure to a medium and the associated opportunity to see an advertising message within that medium is going to vary.

Does a rating on television have the same impact as a rating in print or radio?

Andrew GreenZenithOptimedia

BACKGROUND

In September 2005 the World Federation of Advertisers outlined a 'Blueprint for consumer-centric, holistic measurement' in which they urged...