As frustration over the lack of measurement of

As frustration over the lack of measurement of consumer-controlled media mounted, media companies and their advertisers last year began to tussle in earnest with research companies for more input over the direction of research that determines the course of their business.

That tussle took a few forms in 2005 that are likely to continue into 2006. First was the Advertising Research Foundation’s industry forum on accountability of audience research, which led to the formation of the Audience Measurement Initiative to set the direction for improving audience measurement.