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| Author: | Buck, S. |
| Title: | Television audience measurement research - yesterday, today and tomorrow. |
| Journal: | Journal of the Market Research Society
1987 : JUL, VOL. 29:3, p. 265-278 |
| Index terms: | MARKET RESEARCH TELEVISION RECEIVERS INDUSTRY MASS COMMUNICATION |
| Language: | eng |
| Abstract: | The significance of television in today's society is considered. The importance of measuring television audiences is stressed. The history of measurement is described. Recent changes are summarized, the past and the present is compared. The nature of the meters that are the basis of the present audience measurement system is analyzed. Strengths and weaknesses of the system are highlighted. Changes in the television environment within the home are described. Consequences of the growth in advertising minutage and the increase in the number of channels available are summarized. Expected future developments are analyzed. The most important future tasks and possibilities are listed. |
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