The media monitor in Italy

Date of publication: June 3, 2007

Catalogue: WM3 2007

Company: GfK Group

Abstract:

This paper reviews the potential of the EMM portable meter, which has been tested in an extensive nation-wide survey for a complex cross-media study. This study provides an example of how it is possible to effectively change the perspective in media measurement, starting from new objectives and adopting revolutionary data collection and analyses, useful for all those working in the media field to provide a better understanding of contemporary media consumption.

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