Peoplemeters in the USA: an historical and methodological perspective

A detailed historical account of the developments in television audience research in the US. From 1950 to the mid-1980s, the accepted currency was the Nielsen Television Index (NTI) ratings, based on passive set meters supplemented by a separate diary panel, the NAC (National Audience Composition) to measure demographics.

Peoplemeters in the USA: an Historical and Methodological Perspective

Barry Cook NBC

Network television advertising in the United States is nearly a $10 billion business, and since 1950 the Nielsen Television Index ,(NTI) ratings have been the basis of negotiating and guaranteeing audience delivery. The NTI measured set tuning by passive meters, and used a separate diary panel (the National Audience Composition panel) to measure demographics. But in 1987, the basis of the national television advertising marketplace changed to Nielsen peoplemeters.

Between 1950 and 1970, the NTI service was subjected to scrutiny and validation studies which served to build...

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