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A few months ago, I had a quite unclear understanding of what audience measurement is. After been involved in managing marketing for a new local radio station, I first looked at how decisions were made by sellers and buyers in the advertising space market. I was rather disappointed by what I found.
To summarize, I would say there are so many errors, bias and dysfunctions in traditional medias audience measurement that it seems it is very risky to take decisions based on this information.
Thank you to professionals in this field who answered my questions, who shared their knowledge and opinions with me through my blog and who read back my posts in despite of my ingenuous ignorance.
And sorry for my poor English.