This paper describes a completely new way of measuring Internet audience behavior and combining it with a full cross media survey covering all major media categories and a full TGI database. The really good news is that with only minor changes to the original TGI survey the Orvesto Internet methodology can be used on any TGI database in the world.
The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly media owners) to provide (financial) benefit and be applied within the current media market framework it will be very difficult to obtain media owner funding for further development. The current impetus for 'media neutral 360-degree planning' will then stall, notwithstanding the well-documented potential benefits in this era of media fragmentation and segmentation. This paper describes the authors' experience in Sweden in providing the media industry with a multi-media and target group survey collected 'single source' for a number of years.