Abstract:

Audience estimates derived from data collected from meter households are provided daily and also cumulated over successive days to provide weekly, monthly, quarterly and annual audience estimates. The same estimates can be used to estimate change between various periods. Change can be expressed as either differences of estimates between periods or as ratios of the estimates for the periods. Some year-to-year changes may be viewed as unreasonable resulting in uneasiness because of concern that the change is due to changes in the process rather than changes in the population being measured.