The Passive People Meter: An Agency Perspective

Roger Baron

Discusses the possible advantages and also limitations of passive peoplemeters as ways of measuring TV audiences, from the point of view of the agency media planner, with particular reference to the Nielsen optical recognition system.

The Passive People Meter: An Agency Perspective

Roger Baron vice president, director of media Foote, Cone & Belding

Ever since the advent of the people meter we have heard that the next logical step in audience measurement is a totally passive meter–one that doesn't require any direct action by the respondent in order to have viewing behavior recorded. The hope is that, once the device has been accepted into the home, it will fade into the background, and we will get a more accurate picture of who is watching our commercials. Up 'til now, the talk has come...

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