Abstract:
By using a mostly forgotten research technique of observation, we were able to obtain, in an unorthodox way, a clear insight into how television, including the use of all new technology, is used during the commercial breaks. We were also able to build in a number of stringent checks on the quality of the data. But more importantly, having gained this insight, the task nature of the research allowed us both to apply the findings to day-to-day buying for the benefit of our clients and to project how the editing freedoms will affect the future.
This could also be of interest:
Research Papers
Zapp!
Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Author: Lex van Meurs
Company: GfK
June 15, 1996
Research Papers
What do people do with their camphones?
Catalogue: ESOMAR Telecommunications Marketing Conference 2004
Authors: Britt-Inger Lustig-Bremer, Ian Maggs
Company: Ipsos MRBI
November 7, 2004
