However, it does seem strange in this hi-tech, digital age that an
agency has to use a rule of thumb - something like shaving 25 per cent
off ACNielsen adspend figures - to try to get at the real picture.
Perhaps research houses should also be polling media owners to try to find an average discount rate to apply to adspend figures. This is most important during times like now when even a small margin of error can mean the difference between adspend growing or contracting.
