Why We Can't Afford to Measure Viewers

This paper was originally presented at the ESOMAR/ARF Worldwide Electronic and Broadcast Audience Research Conference in May 2000.

Why We Can't Afford to Measure Viewers

Erwin Ephron andStuart Gray

Interest in viewer modeling has been driven by the lower cost of set meter panels (compared to peoplemeters) and the set meter's greater accuracy (compared to the diary). But there is another...