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...