Measuring Total Audience

In an increasingly data-oriented world, this new report investigates the approach to data in public service media (PSM) organizations and provides an overview of industry cross-media measurement developments. 

The report looks into the data strategies employed by EBU PSM Members and the challenges they may face in their approach to data. As the measurement challenges of cross-media and cross-platform audiences are one of the most discussed topics in the industry, this report aims to capture and explain the current state of play. It highlights the challenges faced when calculating cross-media audience figures and investigates the need for effective results that will gather broad consensus. In doing so, the report spotlights some of the most effective and well-accepted measurement tools and providers, along with some of the best practices in PSM organizations and the wider industry.