A cost effective approach for measuring out-of-home viewing

Even though the idea of a portable-only panel may seem appealing for its conceptual simplicity, a deeper analysis reveals a number of systematic drawbacks that may easily offset any advantages over fixed-meter panels.

A cost effective approach for measuring out-of-home viewing

Fernando FalconAGB IT SA Information Technology, Italy

INTRODUCTION

The portable meter is certainly an interesting concept that requires consideration when measuring out-of-home exposure of various kinds of media, including television. Several papers and conferences have been offered during the last few years about the use of portable meters and various tests are currently being undertaken by the developing groups and potential users to determine the feasibility of this concept in a real environment, in each type of media to be measured (see for example: Peter Meneer, “Audiometer Measurement – Proven Currencies”,...

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