The 'Random Assigned Day' (RAD)
An Innovative Technique for Measurement of Broadcast Audiences amongst High Status Populations
Peter Menneer, Didier Mormesseand and Jeremy Nye
Setting the Scene
Our subject is the daunting challenge posed by the need for pan-European TV channels and PETV News Channels in particular to provide the marketplace with authoritative data on their audiences amongst senior businessmen and professional people across sixteen Western European countries.
First, some background to this niche TV channel sector for those less familiar with the European scene.
We are talking about the following TV channels:
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