The Sniffer Concept And Its Possibilities In Data Collection Results of the First Year - From Theory to Practice
Ana Lcia DImprio Lima, General Manager, IBOPE Media, Brazil and Luiz Antonio Silveira da Motta, IT Director, IBOPE Media, Brazil.
In 1997 IBOPE has completed the first year results of its TV audience measurement panel running under the new people meter concept, the 'Sniffer'. The new equipment is a 'non intrusive' people meter able to identify what is being shown on the TV set, independently of the tuning process - preconversion (cable box; VCR; external tuners,...