The Sniffer Concept and It's Possibilities in Data Collection. Results of the First Year - From Theory to Practice

The paper describes working principles of the new equipment, the 'Sniffer', a singular conceptual update of old people meter systems that solves some emergent problems of TV audience measurement, mainly those related to the diversity of the dynamically changing tuning alternatives. The new meter is already implemented in a 600 household people meter TV panel running in São Paulo, Brazil since the second half of 1996.

The Sniffer Concept And Its Possibilities In Data Collection Results of the First Year - From Theory to Practice

Ana Lcia DImprio Lima, General Manager, IBOPE Media, Brazil and Luiz Antonio Silveira da Motta, IT Director, IBOPE Media, Brazil.

In 1997 IBOPE has completed the first year results of its TV audience measurement panel running under the new people meter concept, the 'Sniffer'. The new equipment is a 'non intrusive' people meter able to identify what is being shown on the TV set, independently of the tuning process - preconversion (cable box; VCR; external tuners,...

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