Beyond the OTS: Measuring the Quality of Media Exposure
James Galpin and Phil Gullen Carat Insight, London, UK
INTRODUCTION
Media owners, advertisers and their agents in just about every country around the world invest large amounts of money in measuring the size and composition of audiences exposed to a wide range of media vehicles. These media research studies include peoplemeter systems for measuring television audiences, readership surveys of newspapers and magazines and radio listening diary studies. The biggest use of all of these surveys is in the planning, buying and selling of...