PT  - JOURNAL ARTICLE
AU  - Edith G. Smit
AU  - Peter C. Neijens
TI  - The March to Reliable Metrics
AID  - 10.2501/JAR-51-1-124-135
DP  - 2011 Mar 01
TA  - Journal of Advertising Research
PG  - 124--135
VI  - 51
IP  - 1 50th Anniversary Supplement
4099  - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/124.short
4100  - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/124.full
SO  - J Advert Res2011 Mar 01; 51
AB  - Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts. In this contribution, the authors discuss the developments in audience research in three themes: (Syndicated) audience research into readership of print media, ratings of television, and InternetStudies on the reach of individual advertisementsStudies on the quality of reach, in particular the influence of the media context. The authors conclude with some suggestions: The need for cross-media dataThe need for hybrid data collection that includes electronic and passive measurement of media useThe need for new metrics, such as measures of implicit processing of sponsored media content and measures of consumer generated brand communications.