How reliable is my audience? Coping with audience fragmentation

Bas de Vos, Mariana Irazoqui, Jeroen Nikkel and Adriaan Hoogendoorn

This paper describes a project aiming to respond to new developments in viewing behaviour in the Netherlands.

How reliable is my audience? Coping with audience fragmentation

Bas de Vos and Mariana IrazoquiSKO Stichting KijkOnderzoek, Netherlands

Jeroen NikkelIntomart GfK, Netherlands

Adriaan HoogendoornEstics Media, Netherlands

INTRODUCTION

Faced with increasing penetration...

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