Holy Gruel? (and what about “norms”)
Posted on July 14, 2008
Last week there was an interesting story on NPR that highlighted the inadequacies of Nielsen’s media measures. The journalist’s suspicion is that a methodology based upon three, major television stations and diary entries may not be up to the challenges that today’s media borage presents. (Not even NetRatings really helps them close the gap).
She posits that the entity best positioned to provide the Holy Grail of media measurement…is your cable company with their DVR technology. Those set top boxes measure everything…with even more to come*. A number of entreprenurial ventures are stepping up to fill the void. Two specialty firms were mentioned; TNS and *TRA—-and then of course…Google.
The radio story really is worth a listen. http://www.npr.org/templates/story/story.php?storyId=92442904
This whole rapidly changing media measurement scenario, leads me to a larger question (a bit of a tangent, I admit)….
With the media landscape changing so rapidly, how can “norms” from a decade ago still be valid? Marketers always want to test their creative via “established norms”. I know that this Facebooked, blogged-out, Googley-gooked world is VERY different from what it was just four years ago. Relying on “established norms decades in the making just flies in the face of logic for me.
What do you think?
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