Measuring media consumption can be tricky

With the expansion of media content across multiple delivery systems and consumers becoming more mobile everyday it is becoming increasingly difficult to get accurate measurement of content consumption. Consider how many television broadcasts are seen in restaurants, bars, airports, airplanes, sports venues, malls, etc. These publicly distributed video networks although not in the home are still distributing content and being seen by people. As content is being broadcast into public viewing areas it is obvious groups of people are viewing the content and there is a correlation between venue attendance and content consumption.

Having the ability to accurate estimate content consumption is important in setting advertising rates, show ratings, salaries and wages, and determining success of media plans. Technology is being explored to begin to measure media consumption in today’s increasingly mobile world. If accomplished companies will be able to using rating systems to measure at home television consumption, internet consumption, radio consumption, newspaper and magazine distribution, and now out-of-home venue consumption. This will allow media companies to more accurately know when and where consumers are being exposed to their content.

When media consumption is more accurately measured across the numerous delivery systems available today as well as open venue viewing media planners will have more options to get their content in front of the appropriate target audience. As the measurement systems become more sophisticated and become more integrated content will become segmented across delivery systems and media planners will be able to develop a more holistic approach.

Read Katy Bachman - http://www.mediaweek.com/mw/content_display/news/media-agencies-research/e3i6fad5a2a1d8e5132f9c6cfcde53cf482