Abstract:

The last few years, especially the last few months, a wide variety of new media research-data were made available for the media departments of advertising agencies in the Netherlands. Not only because of the differences, caused by different media definitions, the research system and data processing, but far more for reasons of the changes in the European media landscape and especially the legislative systems in several European countries, the future will give birth to a new 'research design' which will most probably be operational all over Europe. The research industry is already on its way towards this new 'era'; the media business is preparing itself for this new 'environment'. Developments in the Dutch media research industry are already making quite clear what the implications of these developments are. What gratifications can be expected from all the research activities (joint industry or conducted by single media owners). What use can we make of the various databases which will be made available to us; users of media research data. This article will make clear what use can be made of the different databases for media direction.