As in many countries advertisers in The Netherlands have come to realise that reach figures and ratings are only half of the story. This paper describes a study concentrating on how customers experience the media. A total of 1 077 individuals representative of the population aged 16+ years were interviewed. The media included in the study were television magazines newspapers radio outdoor mail and non-mail free local papers cinema and the WWW. Rather than asking about the respondents experience of media in general each respondent was first asked to list the media consumed very recently. For each media type one moment was randomly selected after which a battery of thirty medium- related experiences or values and ten advertising-related items were Presented. Measurement took place at a very concrete level. Eight experience dimensions could be discerned and the main conclusion was that each medium type has its own strong and weak points. These are described in the paper with possible consequences for advertising.