Seeking the Holy Grail
Is Single Source Measurement the Real Knight in Shining Armour for the Media Industry?
Joan FitzGeraldArbitron, Inc., United States
Tony JarvisMediaCom/Grey Global Group, United States
INTRODUCTION
An epic battle is raging between fusion and an array of other data integration techniques to provide the single source databases required by media sellers and buyers to meet evermore sophisticated brand needs. However, a knight in shining armor has appeared on the horizon in the form of Single Source research. New technology has enabled electronic measurement of multiple media and sales results from the same respondents. Consequently...