Staying Tuned 2009: "Curse of the silos" impedes understanding of consumers' media consumption

TORONTO – With all TV companies extending their businesses into other media, the need for cross-media audience measurement has never been greater than now, said Mike Bloxham, director of insight and research for Ball State University’s Center for Media Design. Bloxham was speaking during a plenary session on understanding consumer behaviour at BBM Canada’s Staying Tuned 2009 conference held Tuesday in Toronto. The current fragmented nature of media has created what Bloxham calls “the curse of the silos”. Audience measurement data has become "siloed", making it difficult for media owners and advertisers to develop effective cross-media strategies or to even...