I do love media measurement. Now, I can guess the image of me you might have after I launch into a statement like that, but I can console myself that there are literally tens of others like me in our industry that are earning a crust out of excitement for the way we measure what media the country is consuming. If we researchers can do that and still maintain our tough guy image then we are winners. And it’s a tough job as the UK public isn’t making it easy. They are always up to new stuff and never seem to have enough time to just…well…be researched.