Measuring systems that provide uniformly structured and prepared data over and above various media are of maximum relevance. The demand for uniform and comparable media usage data is becoming increasingly greater as technologies become more advanced and individual media overlap to an increasing degree. Current media research is faced with the problem that, what is available to consumers in the course of digitalization and more advanced technologies, has become so comprehensive and multilayered that the 'data silos' as they are known, are no longer sufficient for providing planners and researchers with the correspondingly complex data they need. In particular, the constant availability of media content (out-of-home, mobile, etc.), the blend of different types of media on a variety of platforms as well as the interleaving of media consumption and consumer goods consumption represent the greatest problem: for example, what can be defined as media consumption at all and which usage can be allocated to which medium are no longer evident. The intra-, inter- and extramedia limits are thus becoming less distinct and are constantly shifting. In her talk, the author looks into the various research dilemmas and pinpoints a possible way out.
Author: Herbert Furrer
June 15, 1986
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