|Media measurement trends|
- By Jaco Pienaar, Professional Evaluation and Research (PEAR)
As any communication or brand focused professional clearly knows, media is constantly evolving. Traditional media, which predominantly focused on print, then radio and television, are becoming more digitised and starts pushing reach into the online space. This, of course, gives larger potential to even the smallest of publishers to attract a global audience instead of being bound by geographical limitations. Web-based media in general, therefore, brings to the forefront a number of exciting opportunities as well as a multitude of potential risks. This emphasised also by the continuous growth of access, especially with technological advances in terms of mobile and tablets. Media measurement, accordingly, should also be constantly evolving to keep with the times.
Traditional measurement, rooted in the quantitative space – examining metrics such as Advertising Value Equivalence (AVE), quantity of mentions, circulation, audience and readership are not enough anymore. This does still have statistical validity, but does not answer the big questions comprehensively. The shift in the field is making the move, albeit slowly, from ‘how much’ to ‘what does it mean’. This seems obvious, but there still seems to be a clear divide between practitioners that just want high values and a large clip count to practitioners that see this as secondary to the impact of a message.