Consolidated reporting across all media? A dream? ... perhaps.
But Google Analytics might make it a reality.
Basically, you can overlay your TV buy with your overall analytics report to get a real idea of how TV activity impacts on web traffic.
Unfortunately right now - it's limited to TV spots bought using the AdWords platform in the US.
Imagine an interface (ie a nice, clean, friendly interface - not csv files) where you could overlay all of your media activity - TV, digital, radio, DM and see how they individually and collectively impacted on your website traffic.
And then imagine you could optimise across media - ie take money out of Channel 9 (which may not be performing) and allocate into MSDR or ninemsn?
Worth thinking about.