ABSTRACT
This chapter provides a narrative summary of a professional broadcast analysts discussion, “Research Data in the Real World of Local Media.” The contributors consider the day-to-day business of media that is often conducted in less than ideal circumstances and with less than ideal data, particularly in local media markets. The chapter considers the current measurement landscape and efforts to improve it with local market media research leaders. Panelists included Dan McDonald, Vice President of Research for the National Association of Broadcasters; Bill McDowell, vice president for research at Raycom Media, Inc.; and Ed Cohen, vice president of Ratings and Research with Cumulus Media.
