Inadequacy to the real professional needs

Those who have the responsibility to define the specifications of audience measurement bend there on the real needs of the main users? The audience measurement used primarily to give a value to the advertising space in the market between buyers and media. This value should fluctuate depending on the relationship between supply and demand based on the target audience . Is then expected that a main objective of audience measurement is to improve the flow and efficiency of this market. It is well known that the fluidity of operations is an important factor that determines the volume of transactions in a market. This implies that different kinds of data required (broadcast programs, broadcast commercials, audiences, forecasts) are available in continuous flow and in real time through consistent tools for consultation, analysis and order placement. Structured in all markets, all these functions are integrated into one homogeneous system, optimized and controlled. In the advertising space, these functions are split between heterogeneous actors without overall coordination and seems , almost without control.