Hulu’s sharp decline in viewership underscores inconsistency in measuring size of online audience – latimes.com #SocialMedia

Wildly divergent audience estimates and erratic month-to-month fluctuations have bedeviled websites since the days of dial-up Internet access. As the Internet matured and attracted more advertisers, media and technology companies began demanding a trusty umpire to make the calls about which sites are on first, second and so on down the line.

The key here in my opinion is that old style panel and diary based measurement systems are ill equipped to measure the often chaotic shifts in viewing patterns and demographics that Social Media entails. Similarly, with the rise in roaming profiles with social network tie-ins the opportunity for real-time and real-user metrics are not only becoming a scalable reality, but also more accurate viewing and true-reach statistics.

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