Measuring the fragmenting television audience

Mike Kirkham

This paper argues that audience fragmentation is leading to a progressive decline in accuracy in existing peoplemeter systems.
  

Measuring the Fragmenting Television Audience1

Mike KirkhamTaylor Nelson AGB PLC

INTRODUCTION

In the UK we have one of the largest people meter panels in the world for measuring television audiences; it consists of approximately 4,700 households and has been this size since 1991. In many other countries people meter panel sizes are being increased: Nielsen is going to 5,000 households in the United States; last year in Germany the panel was increased to 4,760 households and recently we have seen decisions in Italy, Belgium and elsewhere to make substantial increases in their people meter...

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