The Viewers Are Zapping
Is the Methodology Keeping Up?
Tony Twyman Independent ConsultantJohn Gill Taylor Nelson Sofres plc United Kingdom.
INTRODUCTION
A feature of television audience measurement systems has been that they can collect far more data than can reasonably be handled and much of it has never been used.
A convention of many European countries and elsewhere is that peoplemeters, whilst working second by second, suppress all switching events that do not last for 15 seconds. The data are further reduced to a reporting unit of a minute.
Everyone is aware that with analogue sets...