Genesis Media, Toronto

I think one of the gaps might be in the area of not being able to determine whether in fact the message has been received.

We have quarter-hour averages, but no idea whether the message has been received, or whether the person was in the kitchen, fixing something to eat.

We also need to have a better fix on precisely who is getting the message. We have demographics, which are pretty good, we’ve got some areas of product understanding, with respect to the use of Compusearch, but generally speaking, it’s not widely incorporated into the decision-making process, in the assessment of tv buys.

The stuff that’s available now in terms of product use is based on indices and not on absolutes. And the data on ratings and audiences are entirely different, from different sources, and, therefore, hard to incorporate.

I’d like to see more widespread continuous measurement, and better, more succinct, more specific definitions of particular viewers, in terms of lifestyle, attitude and product useage, in addition to purely demographic information.