Overview: Cross-Media Measurement Takes Off

MediaPost Publications, August 13, 2007 — MEDIA RESEARCH FIRMS ARE PUSHING a number of initiatives to provide media planners with integrated measurements of multiple media. By painting a broader picture of media consumption--which includes different kinds of content delivery--media researchers hope to help their clients to chart the behavior of American consumers, who are proving to be increasingly elusive and fast-moving targets. Several major players--Nielsen, ABC and TNS--are recording key data that will assist present and future ad buys.

Want Online Buzz For Your New Product?†

Better Have an Ad Campaign, Nielsen Finds

Advertising Age, May 17, 2007 — Want lots of word-of-mouth buzz behind a product launch? Your best bet may be a big ad campaign. That's the somewhat ironic conclusion of the first mash-up of data from two Nielsen Co. properties — the Nielsen BuzzMetrics word-of-mouth measurement service and ACNielsen Bases, which tests new-product concepts with consumers.

One of the most blogged-about package-goods launches in the study was Coca-Cola Co.'s Coke Zero.