Readership research in Europe

Within Western Europe no two countries use precisely the same techniques of readership measurement; some of the differences have major effects on the comparability of the data.

Readership research in Europe

Why comparability across frontiers is so awkward

Pym Cornish

Within Western Europe no two countries use precisely the same techniques of readership measurement; some of the differences have major effects on the comparability of the data. This paper describes these differences in methods, the reasons why they have arisen, and the possibilities of multinational press scheduling. It also explains why press readership measurement must so greatly differ from TV audience studies, and is essentially more difficult to harmonise.

THE METHODS of television audience research in Europe are becoming more and more alike. While differences remain...

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