Better television audience measurement through the research integration of set-top box data. Phase Two

This paper is primarily the report of two different major applications of set-top box data. One application involves the full-time measurement of all 300+ channels over a 12-week period in 8,700 set-top boxes in 6,292 homes in one U.S.

Better Television Audience Measurement through the Research Integration of Set-Top Box Data

Phase Two

Bill HarveyOpenTV Research, United States

BACKGROUND

In June 2002, the author, with co-authors of the previous paper in this series Tony Jarvis, Senior Vice President and Research Director, Grey/Mediacom and Executive Vice President, New Technologies Russ Booth, Grey/Mediacom, presented data to the 2002 session of WAM in support of using set-top box data to help improve television audience measurement, principally in terms of sample sizes for U.S. local market measurements.

That data had been collected from the first experiment in the world to attempt to...

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