1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 unknown
Natinal media surveys inform about the number and kind of people being exposed to the media in question. This paper discusses to what extent these numbers may be used as measures for the exposure to ads in the media in question. In this context attention is also focussed on elements in the media surveys themselves that might invalidate or give unreliable measures, both when measuring a single exposure and accumulated exposures. Four media types will be discussed: TV, radio, print and the internet.