MAGNA GLOBAL’s Hughes: Average Audience Metric Depends On Time Frame

July 14, 2016 | Share this article

LAS VEGAS – That people constantly multitask is yesterday’s news. How they allocate their time across devices within a given time period—and what that allocation will look like five years from now—is what’s important to Brian Hughes.

As he attends the annual Nielsen Consumer 360 event, the SVP of Audience Analysis Practice Lead for Interpublic’s MAGNA GLOBAL media agency network says he’s happy that time spent with a given medium is part of Nielsen’s Total Audience offering.

According to Hughes, the metric of average audience is one common theme at the event. He cites as an example Yahoo’s live streaming of a football game last October and the number of individuals who viewed it compared to the average audience in any given minute

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