ADcom Local Market TV Ratings

The benefits of larger panels

Bill Livek and Linda Baniel
ADcom Information Services

Introduction/Methodology

Currently, ADcom Information Services provides local TV ratings obtained from recruited cable panel homes in five markets. The panel selection process begins with the local cable system customer database. From this database supplied by the cable operator, a random sample of homes is selected using a sampling technique known as systematic interval selection. Several introductory mailings are sent to each prospective household, explaining the ratings and the importance of each homes' participation. A final mailing includes a brochure detailing 'What it means to be a panel home' and a letter inviting the household to cooperate along with a small monetary incentive. These households are subsequently contacted by telephone and installation appointments are scheduled in coordination with our local field offices.