Modeling viewers from set-tuning data in Boston

Stu Gray and Erwin Ephron

The Gray/Ephron model, using the demographic composition of tuned households from the Boston set meter panel and VPVH relationships from the national Nielsen Peoplemeter Panel, produced demographic ratings far closer to Boston Peoplemeter Ratings than the diary did.

Modeling Viewers From Set-Tuning Data In Boston

A test of the Gray/Ephron Model

Erwin Ephron Ephron, Papazian & Ephron, Inc.Stu Gray Media Research Consultant

Background

Five years ago, when we first proposed the idea of modeling instead of measuring...

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