LETTERS: MEDIA RESEARCH SPEND; Size isn’t the key to media studies

There are a number of areas in media where size is absolutely fundamental and the ‘big willy syndrome’ comes into its own. But when it comes to research which, as you say, is increasingly becoming a key differentiator, size has no relevance whatsoever (Campaign, 13 October).

There are a number of areas in media where size is absolutely

fundamental and the ‘big willy syndrome’ comes into its own. But when it

comes to research which, as you say, is increasingly becoming a key

differentiator, size has no relevance whatsoever (Campaign, 13 October).



Brilliant media research is about intelligence. It is about insight.

These qualities are not easier to access just because you spend more

money on trying to find them.



The ad industry will never rank agencies’ spend on account planning

because it is not seen as a commodity that is bought by the yard.



Let’s think about media research in the same way.



Graham Bednash, Michaelides and Bednash, London W1



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