search query: @author Buck, S. / total: 4
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| Author: | Buck, S. Yates, A. |
| Title: | Television viewing, consumer purchasing and single-source research. |
| Journal: | European Research
1987 : VOL. 15:1, p. 34-39 |
| Index terms: | ADVERTISING RESEARCH TELEVISION ADVERTISING INTERNATIONAL MARKETING |
| Language: | eng |
| Abstract: | The rapid growth of multi-TV set households and the increase in viewing options /cable, satellite/ has resulted in fragmentation of TV audiences. The set meter is no longer sufficient in describing the viewing patterns, levels and profiles of the audience. So AGB has introduced PeopleMeter technology into the U.K. Italy, Holland, Ireland, and now the U.S.The single-source data mean new possibilities for market research. |
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