The media monitor in Italy: single source multimedia measurements

This paper reviews the potential of the EMM portable meter, which has been tested in an extensive nation-wide survey for a complex cross-media study.

The media monitor in Italy: single source multimedia measurements

Giorgio LicastroGfK Eurisko S.r.l, Italy


The Problem: Reflecting the Change in Media Consumption Habits

As shown by several pieces of research carried out over the last few years, media consumption behaviour in Western countries has been changing, especially as far as the more advanced segments of society are concerned. The availability of new technologies and the spread of home internet connections are responsible for the changes in lifestyle and consequently in media exposure, giving rise to the so-called “media meshing” phenomenon (Forrester Research and Media...

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