Why We Can't Afford to Measure Viewers
Erwin Ephron andStuart Gray
Interest in viewer modeling has been driven by the lower cost of set meter panels (compared to peoplemeters) and the set meter's greater accuracy (compared to the diary). But there is another issue - media mix. A single-source metered TV database for media mix is possible only with a set-meter panel, and that requires that viewers be modeled.
At the October 1999 ARF Week of Workshops (WOW) TV Workshop, the authors reported on three experiments in viewer modeling using SMART and Nielsen data. The results were encouraging....