Second-by-Second Looks at the Television Commercial Audience

Television audience measurement needs better technology, improved competition, larger samples, granular data by time, and a focus on commercial, not program, ratings. This paper shows how data from set-top boxes in digital cable television systems can address these needs.

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Bibliographic Details
Published in:Journal of advertising research 2002-01, Vol.42 (1), p.71-78
Main Author: Kent, Robert J
Format: Article
Language:English
Subjects:
Audiences
Cable TV
Commercials
Competition
Consumers
Cooperation
Evaluation
Market segments
Marketing research firms
Media planning & buying
Ratings & rankings
Set top boxes
Statistical analysis
Studies
Television advertising
Television sets
Television viewers
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Description
Summary:Television audience measurement needs better technology, improved competition, larger samples, granular data by time, and a focus on commercial, not program, ratings. This paper shows how data from set-top boxes in digital cable television systems can address these needs.
ISSN:0021-8499
1740-1909
DOI:10.2501/JAR-42-1-71-78