Observations: Second-By-Second Looks at the Television Commercial Audience

Television audience measurement needs better technology, improved competition, larger samples, granular data by time, and a focus on commercial, not program, ratings.

Second-by-Second Looks at the Television Commercial Audience

Robert J. KentUniversity of Delaware

 

'1 don't really care what the rating for 'ER.' is...I want to know, for a broadcast audience that we've selected, how many of them are viewing the Taurus or the Listerine commercial during the break.'David Marans, I. Walter Thompson (Advertising Age, 1999)

Advertisers, Agencies, and Media firms express more than a little angst over the audience data used to direct and price billions of television advertising dollars. Among other things, speakers in recent industry...

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