More Opinion articles

The separation between TV and cinema in terms of budgets, artistic vision and viewing figures is narrowing, writes Luke Randall. Intriguingly, the same might be true of the metrics that media agencies use for them too.

As a new Kantar study shows online ads are not reaching and engaging women as well as they could, Hannah Walley looks at the strategies to reverse the trend.

Accenture clearly believes in the creative Big Idea, writes Dominic Mills. Plus: Eeeurgh… total TV and VOD measurement is a bit too much like Brexit.

There is a habit in media of sweeping up internet activities into big meaningless numbers, writes Thinkbox’s Matt Hill – and it really makes no sense.

The CEO of the TV audience measurement body outlines current challenges and discusses what’s in store over the next decade.

We waited for one streaming service to come along and now they are queuing up, writes Raymond Snoddy. At what point do they simply start cancelling each other out?

Further collaboration is the key to facilitate a viable cross-media, cross-platform and cross-device measurement proposition in the UK, writes Ian Dowds.

Sponsor content: Marketing is blighted by the Cobra Effect – and the way we measure campaign effectiveness creates the risk of unintended consequences, writes Richard Shotton.

There is nothing more depressing or dull than Hollywood luvvies talking about the creative process, writes Dominic Mills.

Ray Snoddy welcomes the arrival of two very different intellectual creations – Apple News+ and the Copyright Directive