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Comment & Analysis: The WFA Blueprint - Everyone gains from evolving media measurement
Date: 28/11/2008
The cancellation of Project Apollo, the US-based initiative to develop a consumer-centric holistic system for measuring audiences across media, made news round the world.
The demise of the service, which was led by The Nielsen Company and Arbitron, was blamed on its capital cost, and the decision to end it drew both disappointment from Apollo supporters and cries of "I told you so" from critics.
However, the underlying need identified by the project has not disappeared. Arguably, it has grown stronger. WFA strongly believes that industry-wide development of media audience measurement - a crucial piece of the accountability jigsaw puzzle - needs to keep pace with the fast-changing industry landscape.
In the WFA Blueprint, we articulate a global vision for audience measurement. The goal is not to replace existing audience measurement, but rather to develop additional research to build on the strengths of current, siloed activity.
In the article, published on WARC.com here, WFA looks at the benefits for advertisers, media owners, agencies and consumers and the initiatives underway in major global markets to achieve this vision.
WFA Members can download this article below by logging in.
To request a free WFA Blueprint starter pack please contact Robert Dreblow: [email protected]
Documents:
WARC.com - The WFA Blueprint.pdf
