Abstract:

Television is increasingly an international medium that transcends country boundaries. Similarly, for radio there is nowadays a keen interest in being able to compare audiences between markets. The requirement, therefore, for audience systems themselves to be comparable from one country to another has become a priority for both broadcasters themselves and the commercial marketplace. For international advertisers and advertising-funded channels, GGTAM is an attempt to establish an international ‘exchange rate’ for TV audience measurement systems throughout the world.