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Media measurement – In a state of perennial mess

Posted by Arun Uday on August 27, 2007

“Lies, damn lies and statistics” is an expression that aptly fits the media measurement industry across the board cutting across all media types. Right from the oldest media form – print to the newest – internet and all the intermediate ones (television, outdoor etc), procuring precise statistics for audience related information has been as fruitful an exercise as chasing a mirage on the hot desert sands. What’s even more surprising is that this is getting progressively worse and not better with technology advancements. Lets just focus on the two most important ones here – television and internet.

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