Measuring Television Viewership through a Multi-Method Approach
George TerhanianHarris Interactive Inc., United States
John BremerHarris Interactive Inc., United States
Thomas F. DelaneyCBS Television Network, United States
Randall K. ThomasHarris Interactive Inc., United States
OVERVIEW
In the United States, Nielsen Media Research (NMR) and the methodologies they employ, notably, the National People Meter (NPM), dominate the field of television program audience measurement. Since NMR first began measuring program viewership decades ago, however, there has been no shortage of debate over the accuracy of its ratings. Even in the past several months, industry experts have questioned whether a...