This post is made up of elements that have appeared previously on ‘The Media Leader’ in two separate pieces in February 2024

For some while now the industry has faced a problem with its basic metrics. I say ‘faced’ although the truth is we haven’t faced up to the issue at all, doing that curious media dance of sticking our fingers in our ears, twirling round three times, clicking our heels, and hoping the problem will go away.

Take share-of-voice, or SoV.

Opening one of the sessions at last November’s asi Conference in Nice, Richard Marks (who, with Mike Sainsbury does a sterling job putting the event together each year) made the point that he has never known a time when the politics of measurement is so all-pervasive.

He’s right – and it is disturbing.