The audience measurement in Albania – Efforts to institutionalize the process

Abstract

The media market is overloaded; the new operators sign their name as competitors for advertising space, and the need to improve the quality for the media communication campaign is growing; but, paradoxically the media operators have left the audience measurement – the only criteria who can regulate this market – out of attention. Only well-educated persons, with an affinity for technology, which are very keen to the development of this specific market, are trying to make sense and just not to leave it as a niche reality. In this article we will try to explain why the media operators are not embracing this new reality, boosting informality in the sector, with bad consequences for the quality of the media programming schedule offer. What are the real reasons, and the balances broken out from the implementing of the new rules in the market? The problems seem to be systemic, and in this way they should be sorted out.