Measuring Small Audiences. The Challenge to Audience Measurement Systems

This paper identifies the different ways in which media developments lead to ever smaller audiences being examined within people meter systems.

Measuring Small Audiences: The Challenge to Audience Measurement Systems

Tony Twyman BARB: Broadcaster’s Audience Research Board and CRCA: Commercial Radio Companies Association, United Kingdom.Steve Wilcox RSMB Television Research Limited, United Kingdom.

INTRODUCTION

All developments in electronic and broadcast media leads towards more stations, more choice, more targeting and the fragmentation of audiences. The creation of yet more small audience channels does not, however, eliminate the appeal of mass audience channels. These remain as mass audience advertising media, with a continuing demand for the spot by spot assessment of campaigns which has been a key...

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