Horses for Courses – RPD or Peoplemeter? Five years on from Montreal WAM
Richard Marks and George Shababb
At the ESOMAR/ARF WAM Conference in Montreal in 2005, George Shababb and Tony Taylor presented a paper entitled "From Set Top Meters to Set Top Boxes". The paper discussed Return Path Data – the ability to extract viewing data directly from digital set top boxes – and its implications for TV audience measurement.
This landmark paper highlighted the significance of Return Path Data (RPD) at an early stage in its evolution, RPD’s likely future significance, and the statistical and...