Beyond the OTS: Measuring the Quality of Media Exposure

This article concentrates on research that goes beyond traditional 'opportunities to see' approaches to measuring audience size and composition, such as peoplemeter systems for television, readership surveys of newspapers and magazines and radio listening diary studies.
  

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...

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