From set top meters to set top boxes - audience measurement for the digital world

The migration from analogue to digital television is compromising traditional, sample centric audience measurement techniques – diaries and Peoplemeters.

From set top meters to set top boxes – audience measurement for the digital world

George ShababbTNS Television and Radio Audience Research, United States

Anthony TaylorTNS, United Kingdom

THE RESEARCH ISSUE

The advent of the digital set top box (STB) has exacerbated a major challenge to traditional audience measurement that was already problematic even with analogue multi-channel TV distribution.

The proliferation of niche channels producing very low ratings compromises a traditional sample centric approach. In the United Kingdom, for example, of the 166 TV channels reported by BARB in January 2005, only 14 achieve an audience share that...

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