Strategy for television audience measurement in the nineties

Nick Phillips

Discusses what the shape of the new (post-1991) TV audience research contract should be. We must break the `vicious circle' in which, because of the need for accurate meter measurement and therefore panels, costs are driven higher and higher as the complexity of the medium increases.

Strategy for Television Audience Measurement in the Nineties

Nick Phillips Granada Television

A research strategy needs to be developed to cope with the accelerating pace of change of the television medium in the UK in the l990s. But how? We are currently in a vicious circle of research. First let me freely acknowledge the work of the Future Audience Research Working Party of the ITV Association Research Committee. My other work as Chairman of the ITV Research Committee and for various BARB Committees also provides relevant background. But the paper should not be taken to represent the definitive views...

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