New TV viewing habits demand new measurement solutions. Which metrics will advertisers turn to, and what happens to reach as the primary metric?
Gian Fulgoni and Andrew Lipsman explored answers to this question in their Journal of Advertising Research article that describes the strengths and limitations of commonly used TV and digital metrics and proposes ways in which the best characteristics of both might be used to measure TV audiences more effectively in the future.
Overall, they believe that digital measurement must standardize around daily and weekly reporting, whereas TV needs to adapt to standardization around more narrowly defined audience segments. In addition, they offer these specific suggestions: