Standard audience reporting across all mediums from an independent third party will ensure a level playing field.
TV, Radio Print / Press and Outdoor have industry recognised audience reporting procedures, though the media category with half the media spend does not. This refers directly to digital audiences which at times are suspect and not the real deal. The industry and particularly advertisers need to have industry recognised comparable figures. In essence a level playing field. Any media owner can make a claim of what their audience is, however this can never be reliable. If there is to a level playing field in audience measurement it is overdue and is a matter of priority. Billions of dollars in media funds cannot go down the drain because the medium chooses not to be audited or at worst fudges it's own figures.
If your media policy, media strategy, media planning, media buying and media audit have not addressed a level playing fielding audience measurement, it's time to force this to occur.
Media Futures presents industry articles in the constant quest for improvement in media return on investment.