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

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...