Massive new study of how people actually use media
By Kevin Downey
Mar 27, 2009
Great steps have been made in recent years toward improving how media usage is measured, but a massive new study suggests that much of the data media buyers and sellers rely on is still highly flawed or just plain wrong in the case of data based on people's recall of their media usage, as with the diary system still in use in many local markets to track TV watching.
The $3.5 million research project, funded by Nielsen but conducted by Ball State University and Sequent Partners, an independent research firm, found a wide disparity between how people think they used media versus actual usage.
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