Horse, then cart. Not the other way around

Hey I think it’s great that so many big-time media and CPG brand execs want to form a new consortium (Broadcasting & Cable, 9/10/09) to work out ways to measure cross-media audiences, I do.

But shouldn’t we figure out a solid, consistent and verifiable way to count the audience in one place – say, the internet – before we try to measure how people are bouncing around between it, TV, mobile devices and more? Let’s figure that out first then we can add all those together.

Advertisement