MRG One Day Conference: Global Media Measurement

Speaking at the MRG conference in London last week Geoff Wicken, BMRB’s global development director, said that advertisers would demand a global standard of media measurement as international multimedia deals become more common.

In his speech, ‘The single European currency: Two months away for money, 20 years away for media,’ Wicken pointed out that the need for a common media measurement system is growing. He said: “If Europe can harmonise its fiscal currency there is no reason why we can’t have a single media currency.”

Wicken explained that global advertisers will demand multi-country media measurement compatibility in the near future. He said: “International standards will have to be adapted to fit national expectations and the demands of global idealists will have to met.”

Wicken said that there would be problems in developing an international standard as there are currently 64 surveys operating in 52 countries and trying to unify them could lead to standards dropping. However, he said: “In the near future demands on the media industry to provide an international set of research tools will have to be met.

More information about the MRG conference can be found on the MRG website: www.mrg.org.uk