Globally, the media industry is embarking on one of the most significant and dynamic eras of change.
Largely driving this change is technological development but the industry is also being affected by the impact of globalisation of media ownership, the phenomenal growth of the internet, and other ambient media such as outdoor, point of sale television, bus and taxi sites.
At the same time each of the main media is increasing in complexity. Electronic media will be subject to the introduction of digital transmission and reception which, amongst other things, greatly increases the number of channels available for broadcasting and introduces the option of complementary datacasting services. All of these need to be measured appropriately so that audiences can be clearly and accurately understood by media owners, planners and buyers.
The process of creating media strategies has become more complex and dynamic with the introduction of very sophisticated software designed to optimise media selection against an unending range of criteria. There is a growing movement away from the use of simple age sex demographics for most media assumptions and an increasing appreciation of the need for a more holistic understanding of current and potential customers, including characteristics such as media usage, buyer behaviour, attitudes, lifestyle and interests.
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Nielsen Media Research has a thorough understanding of your research needs, planning, organising and managing a wide range of research services for the media industry.
As media choices expand with emerging new technologies, Nielsen Media Research keeps at the forefront of media measurement research to ensure that marketers, advertisers and the media have the tools to analyse and interpret trends in media spending and consumer media behaviour.
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