Audience measurement : What it will confront

The resistance of major media who do not want change or as late as possible the measurement systems which favor them for the audience today. The resistance of some institutes in place: A presently available device of audience measurement is a very important part of sales of some institutes. Their leaders wish to continue this activity, and for this, avoid that it evolves in a way they cannot control or would be less profitable. Organizations and professional group’s misfits: New solutions may not be supported by professional groups as they are currently organized by media type and by country. The new structure is likely to form around the new reference unit: The target advertising. The incompetence: A small part of responsibility has a global vision of the situation and real needs. Some do not have the skills to diagnose and pertinent others, faced with ambiguity of the situation, prefer the status quo "pending to see more clearly." From denial: some policymakers who have the information to understand the strategic situation can not admit the threats they involve or wish to hide them, as they did before the decision makers in other sectors (telecom, micro computer disk ...). The stereotype of consensus: it is a phase often emitted by professionals sectors who would shudder in other environments: "The current system is certainly very imperfect, but it is consensus." For some actors, the need for a common rule of a flat consensus is more important than the concerns of the right strategy, quality and efficiency. Preference for ambiguity on the part of some actors: some space buyers and sellers prefer that the quality of their services could not be evaluated rigorously and easily because they are aware of the limits of their effectiveness and, for some of them, because their practices are not for the benefit of their clients. The weight of politics, sometimes: Some institutes in some countries have provided in the past, the data which had been skewed for political reasons. The attempt to impose the watermarking: when the need for change will be binding on institutions, they will highlight the systems which benefit them in their power relations with the media.