Tapping the wire – Audience response research in a non-linear age
Jennie BeckTNS Media Research/Kantar Media, United Kingdom
INTRODUCTION
Broadcasters have been measuring audience response since the early days of radio and TV and these measures have become increasingly important as audience reach declines through fragmentation – and while digital growth creates that need, it also creates the tools that can most accurately reflect today's multi-platform programme consumption and response.
The paper will review existing practice in audience response research around the world before going on to define the need for new approaches – recall-based methodologies that take account...