Making Sense of Media Measurement

How to sustain the relevance of measurement in an ever-evolving world.

There are well-established methods of measuring media usage, performance and engagement. But are these methods still relevant?

We know the approximate number of people who use each type of media, when they use it and for how long. But is there something missing in the fundamental understanding of how engagement with media varies?

Recent IPA publication Making Sense: The Commercial Landscape showed how the similarities between the time spent with commercial media channels for 16-34s and 55+ have gone from 58% similarity, to 92% different in just five years – yet the approaches to measurement haven’t moved in line with this fundamental shift in consumer behaviour.

Is there a need to innovate and renovate? Are there gaps in the traditional model?

Join Simon Frazier, Senior Research and Marketing Manager, IPA as he and our expert panel pick apart the above and more as we get under the skin of measurement, and ensure we can sustain its relevance in an ever-evolving world.


Shazia Ginai, CEO, Neuro-Insight (Chair)

Pete Buckley, Connection Planner, Facebook

Helen Rose, Head of Strategy, the7stars

Last updated 21 January 2022