The 'Sniffer' creative technology for future trends in peoplemeter TV audience measurement.

Luis Antonio Silviera da Mota and Ana Lucia D'Imperio Lima

In general terms this paper outlines the technological alternative proposed by IBOPE as a solution to emerging problems of monitoring the television audience behavior.

The 'sniffer' creative technology for future trends in peoplemeter TV audience measurement.

Ana Lucia D'Imprio Lima IBOPE Media, Brazil andLuis Antonio Silveira da Mota IBOPE International, Brazil

 

INTRODUCTION

To monitor audience behavior is a task that is becoming more and more difficult in Latin America.

On one side, TV sets are becoming so sophisticated that the adequate monitoring will demand much more complicated and expensive solutions that normally interfere on the usual tune-in behavior of households, eventually limiting the use of features available to the user (e.g. PIP - picture in picture). To these technical...

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