From people meter to decoder. Revolution on the TV screen
Arie den Boon Twinfo b.v., The Netherlands
PEOPLE METERS: WHERE DO WE STAND?
Enormous amounts of money are spent on television advertising every year, and the amount still grows. In 1994 53 billion ECU was spent in Europe, in Japan 29 billion ECU, in the United States 70 billion ECU, a growth of 7.5% (EAT/NTC Publications). We know that half of it is wasted, but this fact seems to have inspired advertisers to spend more, not less. Central to the decision where to throw the money is a tiny...