People-meter systems in the changing TV climate

Dr Heikki J Kasari reviews the current state of TV audience research, especially for those 75 countries using people-meter panels.

People-meter systems in the changing TV climate

Dr. Heikki J. Kasari

Independent auditing of people-meter systems is 'a critical element in validating quality control procedures as well as ensuring full disclosure of the methodology used by the research institute to users of the resulting data' (1).

Among the 75 countries that use a people-meter panel for TV audience measurement (Médiamétrie website, 2005, many have commissioned an independent audit within the past ten years. Changes in viewing behaviour have created uncertainty about the future, and at the same time subscribers to many people-meter services have been looking for...

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