The paper argues that time budget studies offer a way forward for audience measurement in the digital era, helping us look across media and playing an essential dual role in media research, namely: providing a catalyst for fusion between single media currencies to allow cross-media analysis and planning; and providing context and insight to audience figures in terms of audience availability, saliency and need states.
Time as the unifying metric – time budget studies: a beacon of hope in a multi-media world
Richard MarksTelevision and Radio Audience Measurement (TRAM) Division, TNS, United Kingdom
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