The 'Random Assigned Day' (RAD). An Innovative Technique for Measurement of Broadcast Audiences amongst High Status Populations

This paper introduces a new and useful technique for researching populations who are frequently away from home to the TV research community.

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:

  • BBC ...

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