Single source multimedia audience measurement - The Eurisko media monitor

This paper discusses recent developments in the Eurisko Media Monitor single-source survey. It describes the research programme and the innovations to the third edition, including the Dialogatore - a new all-in-one tool that includes a touchscreen computer, a barcode scanner, a voice recorder, two cameras and a soundmatching meter.

Single source multimedia audience measurement – The Eurisko media monitor

Giorgio LicastroGfK Eurisko, Italy

BACKGROUND

The Evolution of Society

According to several recent studies and to clear evidence, media exposure has been changing in recent years, especially as far as the most advanced groups of our society are concerned.

In particular, while exposure time to each individual medium has been decreasing, the number of media used by people has grown – also due to a larger offer. Consumers are exposed to an extremely large variety of media and messages on a daily basis – not only inside but also...

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