ITV - Worth measuring

Robert J. Burgess and Maritza DiSciullo

One could argue that it is not possible to measure the audience of a new medium until that medium - and hence, an audience for it - actually exists.

ITV Worth Measuring?

iTV demand forecasting, trials and audience measurement

Robert J. BurgessMarketing Advocates Inc. and Maritza DiSciullo America Online Inc.

Introduction

It would appear that there is currently a fair amount of interests and attention being focused on the topic of 'how to measure the interactive television audience'. Often referred to as 'iTV', this new service is supposed to convert television from a passive medium to an interactive, content-rich device to use for everything from entertainment to home shopping and a service which consumers will pay a premium (over and above current cable...

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