search query: @author Ephron, E. / total: 2
reference: 2 / 2
« previous | next »
| Author: | Ephron, E. Gary, S. |
| Title: | Why we can't afford to measure viewers |
| Journal: | Journal of Advertising Research
2001 : JAN-FEB, VOL. 41:1, p. 86-90 |
| Index terms: | ADVERTISING RESEARCH TELEVISION ADVERTISING TELEVISION INDUSTRY |
| Language: | eng |
| Abstract: | 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 issue - media mix. A single-source metered TV database for media mix is possible only with a set-meter panel, and that requires that viewers be modeled. |
« previous | next »
SCIMA