Consumer Surveys vs. Electronic Measures For Single-Source Data
Henry AssaelNew York University andDavid F. PoltrackCBS
The issue of establishing a single-source data system to electronically link TV exposure to buyer behavior as a basis for selecting TV programs has lain dormant since the demise of Nielsen's Home Scan and Arbitron's Scan America in the early 1990s. Advertising agencies do not deny the desirability of linking TV exposure to buyer-graphics. The simple fact is that they have come to rely on consumer surveys rather than electronic measures for such data. The foremost sources for buyer-graphics today are...