The creative heresy in audience measurement
Erwin EphronThe ARF Media Model Committee, United States
Joseph C. PhilportThe Traffic Audit Bureau for Media Measurement, United States
BACKGROUND
In the United States today all media are priced, bought and sold based on measures of persons exposed. These counts identify people who have had the “opportunity to see ads” carried by the medium, or an “OTS” for short.
For example, we buy TV to reach viewers with commercials, but we use pushed a button on a peoplemeter as our behavioral proxy; although we know pushed a buttondoes...