Better television audience measurement through cable and satellite set top boxes

Digital set top boxes (DSTBs) offer broadcasters, agencies and advertisers a potential measurement technology and sample size to provide set tuning data, virtually down to the second, for even the most fragmented TV markets based on what eventually may come close to a census of homes in the market.

Better Television Audience Measurement Through Cable And Satellite Set Top Boxes

Bill HarveyNext Century MediaTony Jarvisand Russ BoothMediaCom/Grey Global Group

Introduction

Sample size has been only one of the major challenges to the accurate measurement of television audiences. However, this dimension has become increasingly critical, as the number of channels available to the average home has increased dramatically over the past two decades. The situation in a typical top-ten local market in the United States, for example, is that hundreds of millions of dollars worth of spot TV advertising have been guided by data from only...

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