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...
