Reaching the elite: measuring the viewership of those that matter

This paper addresses the television viewing habits of the 'elite'. This segment, although small in size, has been expanding rapidly in major cities of India, and already possesses a high spending power.

Reaching the elite: measuring the viewership of those that matter

Joydip Kapadia, Vivek Srivastava and L. Chandrashekhar TAM Media Research Pvl Ltd., India

INTRODUCTION

The most difficult segment to be reached by any mass media research has always been the top...

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