The sooner we get to a fully measured consumer experience the better for everyone — stations, advertisers and consumers. Nielsen is the leading candidate to do that, but, make no mistake, someone will make it happen.
Discussion of a governing authority for media measurement will be on the agenda of a joint meeting of the Association of National Advertisers, American Association of Advertising Agencies, Interactive Advertising Bureau, Media Rating Council and Advertising Research Foundation. Bob Liodice, the CEO of ANA, talked about the need yesterday in an address opening an ANA conference.
Has there ever been a more crystal-clear example than Hurricane Sandy of why it’s so imperative to keep exploring improvements in media measurement? The reality is that we’re in a data-centric world with media options growing all the time. It’s necessary that our measurement capabilities continue to keep in step. And it’s not just because of a random natural act, but because we can’t measure the media of the future with technologies of the past.