The variability of audience measurement data and how to live with it.

The paper reviews the concept of sampling error applied to various methods of sampling and television panels in particular.

The variability of Audience Measurement Data and How to Live With It

Tony Twyman Broadcasters Audience Research Board (BARB), UK andSteve Wilcox RSMB Television Research, UK

In broadcast media research, audience sizes are used as 'currency' in a trading system which treats audience research data as hard facts, not as estimates with a variable degree of distance from the (unknowable) truth. In parallel, programme producers regard every twitch of the...

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