The Viewers are Zapping. Is the Methodology Keeping Up?

John Gill and Tony Twyman

To simplify reporting of TV peoplemeter audience data, it is usual to suppress channel switching events lasting less than 15 seconds, further reduced to a reporting unit of 1 minute.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands