This could be heaven: how to measure media in a fragmented universe

Today's measures of 'vehicle exposure' will not be the measures of the future. Increasing sample sizes will eventually lose the battle as a consequence of ever-increasing fragmentation of media behaviour.

This could be heaven: how to measure media in a fragmented universe

John FaasseKobalt Media Knowledge Center, Netherlands

THE CHALLENGE

Media research is on a dark desert highway. The number of available media is increasing, consumer use of media is fragmenting,...

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