Time as the unifying metric – time budget studies: a beacon of hope in a multi-media world

Richard Marks
Television and Radio Audience Measurement (TRAM) Division, TNS, United Kingdom

STOP ME IF YOU'VE HEARD THIS ONE BEFORE ...

Jose was attempting an around-the-world solo balloon flight when he encountered heavy fog somewhere over Europe and eventually was forced to make an emergency landing in a field, having lost all bearings on his location. Having dusted himself off, he noticed a man sitting on a fence at the side of the field. Jose ran up to the man ...

“Excuse me kind Sir, can you tell me where I am?”

“You are in a field.”

“I know I am in a field but where?”

“Well, you 're in a field exactly 0.25 km squared in size.”