A Study of Non-Response in the TV Diary Ratings Survey

Eva Tolkunow and Terry Rushbrook

This paper describes research into the difference between responders (those that complete and return a ratings diary) and non-responders (those that agree to do the survey but never return their diary) to the BBM television ratings sweep.

A Study of NonResponse in the TV Diary Ratings Survey

Terry Rushbrook  andEva TolkunowBBM Bureau of Measurement Canada.

INTRODUCTION

BBM is a Canadian, tripartite, cooperative organization that provides TV and radio audience data to its members. Because of Canadian geography, most advertisers plan campaigns on a market by market basis. There are over 50 distinct markets, ranging in population from over six million to less than 25,000. Although people meters are now being deployed in the largest markets and for national network ratings, the main instrument for collecting data on TV audiences continues to be a...

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