Audience Measurement in the Data Age

Media audience measurement is in robust health. Worth $7 billion in 2014, according to ESOMAR, it represented 16% of market research spending.

The ways in which people access content are changing fast and the methods we use to identify and track the audiences are changing in order to keep pace.

In this new Ipsos Views white paper, Andrew Green outlines 10 predictions for the future of audience measurement. These predictions are informed by our ongoing conversations with audience measurement stakeholders and users around the world; they include how:

• panels will remain paramount
• out of home measurement will be enriched by mobile phone ‘Big Data’
• new cross-platform metrics will emerge