Agglomeration or Conglomeration
Can Diaries and Meters Ever Work Together?
Nicholas Northand Vladimir Shchipkov
INTRODUCTION
Peoplemeter technology is now the prevailing standard in national television audience measurement around the world. At the same time, even in the most developed countries, local markets and niche markets continue to be measured using viewing diaries. Rarely are the differences between the two methodologies considered, often because panels may be representative of different universes, or have significantly different sample designs. In analysing results, it may be impracticable to distinguish real differences in viewing behaviour from differences caused by sample design from those...