More relevant and more realistic measures of media performance are now within our grasp. We must open our minds and we must open our pocketbooks to realise the benefits these data offer for more efficient and more effective advertising campaigns. While there is no denying the great importance of advertising weight, of the creative platform, and of the creative execution, lets make no mistake about which media we select and how we use them can make or break an otherwise sound advertising plan. We really can make better media choices with more relevant media data. We really can increase the productivity of our advertising campaigns.