Trash and treasures of duplication

Beth Uyenco and Dr. Roberta M. McConochie

This paper presents early cross-media results from Arbitron's 2002 portable people meter (PPM) panel in the Philadelphia (United States) market.

Trash And Treasures Of Duplication

Cross media synergy prospects from Arbitron's portable people meters (PPM)

Roberta M. McConochieArbitron Inc. andBeth UyencoOMD USA-Midwest

Introduction

The pace of change in media and consumer lifestyles far surpasses the development of industry tools for media measurement and for planning. On the media side, the average household in the United States today receives over 70 television channels, in contrast to the three delivered at the birth of television in the 1950s. The portion of total channels actually viewed on the base of those delivered in an average week has dwindled from...

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