Peoplemeters and customer vigilance

This article is based on a paper presented by Peter Menneer at the June 2002 ARF/ESOMAR Week of Audience Measurement.

Peoplemeters And Customer Vigilance

Peter Menneer

For any developed TV marketplace the watchword for all users of an audience measurement system ought to be vigilance. Firstly, because the ratings form the currency for airtime trading. The numbers...