Metering Television in Digital Age

This paper provides an overview of the impact on measuring television audiences due to the market's transition to digital television (DTV) in the United States.

Metering Television in the Digital Age

Barry Cook andEd Aust Nielsen Media Research, United States

  

In the United States, television penetration has leveled off at 98%, and three quarters of households have at least two sets. VCR penetration has reached over 80%. Consumer electronics must constantly reinvent itself to create new markets - and the next revolution is beginning. The name of that revolution is digital television. Digital broadcasting, digital signal processing, and the convergence of the mass medium of television and the interactive medium of the computer will change what we measure and how...

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