Seeking the Holy Grail. Is single source measurement the real knight in shining armour for the media industry?

This paper explores the potential of single source research to measure the association of an advertising campaign by a major U.S.

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...