Television peoplemeters in Europe

All Europe's 21 or so national TV audience measurement services are now based on `peoplemeters'. An exhaustive new report by the EAAA (European Association of Advertising Agencies) details their similarities and many differences.

Television peoplemeters in Europe

Mapping the harmonies and discords of today's audience measurement practice across a continent

Toby Syfret

All Europe's 21 or so national TV audience measurement services are now based on 'peoplemeters'. An exhaustive new EAAA report details their similarities and many differences. The hope has been that the services might become relatively consistent. This would for instance allow advertisers to compare and manipulate the various data reporting the performance of multinational schedules. Such an outcome is by no means in sight. After briefly setting out the report's context and giving the gist of some new EBU...

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