The total audience report

This report argues that measuring audience behaviour across platforms remains a problem for media agencies because the industry lacks common basic metrics, and demonstrates totalising methods to gain a clearer view of media behaviour over Q1 2015.
  • This report stems from previous work that asserted how traditional metrics were not interchangeable across different platforms.
  • To ensure a fair comparison, the report shows the usage of each platform by month and by week, by various demo breaks, and by origin categories.
  • By understanding and factoring in the differences in the ways different platforms are used, it is possible to create an 'apples-to-apples' comparison across platforms.
  • Findings include that adults of all ages spend more time with TV than any other platform; Hispanic Americans listen to the most radio; and adults aged 35-49 use PCs, smartphones,...

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