Audience measurement : What the theory says?

"Policy makers prefer alternatives with less uncertainty. This is information that reduces uncertainty. So buyers opt easier for offers supported by the latest information, most relevant, most exhaustive, most reliable, most continuous and in larger quantities. C. Shannon (1948) "A Mathematical Theory of Decisions and Communications." Conversely, buyers of advertising space in traditional media under invest because the offer is addressed to them is not supported by information whose relevance is limited, incoherent between types of media that is not new, which is discontinuous and in limited quantities. Audience measurement systems of these media and methods of buying and selling space that accompany them are handicaps for the economic development of the media and they reduce their resistance to new competition. It would be necessary to change that.