How do I combine campaign performance estimates for different media?
Andrew GreenZenithOptimedia
BACKGROUND
Media research around the world is primarily funded by media owners. Because they compete with each other for audiences and for advertiser budgets, working together in the audience research area for the good of all has never been easy for them.
Instead, each medium has evolved its own approach to audience measurement over the years. Planners and buyers, often increasingly specialised themselves, have become accustomed to dealing with each individual medium in its own silo.
THE ISSUE
The television industry is expected to deliver audience numbers...