Multimedia audience measurement

Peter Masson, a partner at Bucknull & Masson International Media & Research, and Sue Elms, managing director of Carat Insight UK, each provide a personal view on the current state, and future, of multimedia audience research.

Multimedia Audience Measurement

Peter Masson Bucknull & Masson International Media & ResearchSue Elms Carat Group UK

When we evaluate different schedules in a single media currency (like the NRS or BARB in the UK) we use very simplistic...