Measuring television audiences beyond 2001

Toby Syfret

The high set-up costs associated with peoplemeter panels means long-term audience measurement contracts are a necessity.

Measuring television audiences beyond 2001

How will the audience of the future be measured? And by whom? Toby Syfret gives a brief history of the peoplemeter phenomenon and considers the challenges facing data suppliers and users

Toby Syfret
THERE ARE SOME sectors of the media business where it is necessary to plan more than one, two, or maybe three years ahead. Television audience measurement is one of these sectors. In the UK, the current BARB contract has three years to run, but already minds are turning towards the specification of the next contract. The high set-up costs associated with meter...

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