I especially found problems of bad conception. The audience studies seemed to be too narrow

For complementarities between traditional media appears and the interest to be strengthened in the eyes of buyers space, it seemed necessary that the measurements are cross media audience. This requirement has been explicitly expressed by advertisers and reference by the Coalition for Innovative Media Measurement. The CIMM has defined in 2009 as the required systems "able to measure from the same source and real-time by all television channels and other media?". Still new devices continue to implement and they are not cross media or in real time. What explains this discrepancy? Groups that control measures would they not understand the current challenges? Would they not have enough information? Is it because their organizations are not adapted to the cross-media? Will they apprehend change too difficult to master? They would be afraid that the data generated not damaging of established interests? Would they just as conformist? The fields of audience is too narrow for another reason: many media are trans-national. For a radio station or a television broadcast by satellite or Internet, the audience area is its linguistic territory. For example, most of the Russian-speaking channels are viewed in fourteen countries. French chains in forty countries. For many stations and channels, the audience of other countries now weighs heavier than the country of origin. For radio, this phenomenon should be spread even faster, at a rate of mobile Internet. The major advertisers have internationalized their communication strategies by linguistic and cultural territory. Their purchasing decisions are based on space analysis audiences in these areas. For this, the most powerful of them make their own multi-country action on their target audience. International media, for example, those offering digital packages, data are available for measuring audience in patchwork, inconsistent, difficult to use and to argue that lead to under-value proportions in their advertising space. What is the thinking of professionals on this subject? I have not found much in their publications