Nick Burfitt
Nov 7, 2016

The new rules of audience measurement in a fragmented world

From combining panel and census data to watermarking and data security, Nick Burfitt of Kantar Media offers principles for the evolving art of audience measurement.

Nick Burfitt

Panel data has long been the bedrock of audience measurement services, as it offers universal coverage and demographic details through a representative sample. After all, representative panels provide independent, platform-agnostic coverage across all TV and video platforms and services.

However, panels alone are challenged when it comes to measuring the long tail of viewing in an increasingly fragmented viewing environment. Census data from viewing apps and return path data from set-top boxes are able to...

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