Measuring TV audiences: reinventing the wheel again

Andrew Ehrenberg

Comments approvingly on a paper by Mike Kirkham (ESOMAR/ARF Audience Research Symposium, 1996), in which it was reported that the number of homes viewing varies far more than the demographic composition of the audience, and that most of the audience variation depends on time of day rather than regional differences.
  

Measuring TV Audiences: Reinventing the Wheel Again

Andrew EhrenbergSouth Bank University

In a recent article on TV audience measurement (based on a presentation to the ARF/ESOMAR San Francisco Audience Research Symposium), Mike Kirkham (1996) reported analyses to the effect that 

  • the number of homes viewing varies far more than the demographic composition of the audience;
  • most of the variation in audience composition depends more on time of day (some people being at work or in ...

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