Media fragmentation is leading to smaller, or invisible, audiences being recorded. In this article, Pete Doe, technical director of RSMB Television Research Ltd, examines some of the issues surrounding zero audiences, and provides an indicator of the likely true audience level when a measurement system shows a zero.
audiences to individual events are an inevitable byproduct of
media fragmentation throughout the world. This creates a challenge for the
systems designed to measure audiences; in some cases...