From Prime Time to My Time - Measuring mobile media

In this chapter of From Prime Time to My Time, Andrew Green discusses the development, growth and potential of mobile which (after TV, cinema, print, radio, posters and the internet) is becoming the "seventh medium" and the first to be truly global.

From Prime Time To My Time Measuring mobile media

Andrew Green


  1. Introduction
  2. Measuring print audiences
  3. Measuring Out of Home audiences
  4. Measuring radio audiences
  5. Measuring television audiences
  6. Measuring internet audiences
  7. Measuring mobile media
  8. Integrating media audience measurement

Like web analytics, mobile analytics is hard.

Eric T. Peterson1


At the end of 2008, there were estimated to be some 3 billion mobile phone subscribers globally, holding a total of 4.1 billion mobile phone accounts (many people having more than one phone). The number of subscriptions is equivalent to 61 out of every 100 people in the world....

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