Article: The media, advertising and audience measurement

By Philippe TASSI

Assistant managing director, Médiamétrie

Abstract

The media and advertising have been closely intertwined for a long time now, regardless of the forms of ads, which depend on the physical medium adopted. Thus has arisen a mixed business model worthy of interest. Seen through the prism of audience measurement, advertising is a type of content with its own characteristics. Processing the results of audience surveys in advertising usually implies an approach different from the one used for “classical” contents. Furthermore, quantifying the exposure to advertising varies as a function of the medium, depending on the type of audience measurement, the indicators of performance or the conventions inherent in the system of observation.