Kantar Media’s Jennie Beck will give a joint presentation with Rhiannon Griffiths of Guardian News & Media at this year’s worldwide audience measurement research conference, ESOMAR WM3, which takes place from 19 – 21 October in Berlin.
The paper, entitled “The Connected Audience”, draws on recent research conducted by Kantar Media for Guardian News & Media, including the groundbreaking Sites & Sections research.
Take two media – print and web platforms of a single brand.
Describe them – with different scale, different engagement, different metrics, different definition of exposure.
Find a way of merging the metrics – for the same respondents.
Output – single source measurement and understanding of the audience and use of the brand between and across platforms.
Result – strategic gold-dust.
Our colleagues in Kantar Media Audiences, Richard Marks and George Shabbab, will also give a presentation at the conference. Their paper, “Horses for Courses” will examine the application of Return Path Data (RPD) and PeopleMeter technology in TV audience measurement.
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