Is it really the responsibility of media research to produce communication measures?

Ingemar Lindberg

Paper given at the International Media Research Society's seminar in Bordeaux, September 2002. Media research under threat because users (agencies) say that it does not measure the full communications value of a campaign.

Is it really the responsibility of media research to produce communication measures?

Ingemar LindbergMontilo Media AB

Introduction

Big multinational agencies now call themselves 'communication agencies' and the old EAAA is now EACA (European Association of Communications Agencies). At least a couple of these agencies are claiming that conventional media research is failing them in two ways: (1) it does nothing to measure the actual communications value of the campaign i.e. additional sales or higher awareness etc, and (2) they claim media research is entirely Intramedia and so does nothing to address their clients' growing desire for a measure of...

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