Abstract:

In any measurement system, there may be some groups that are more difficult to measure, or are perceived as more difficult to measure than others. In August of 1992, Nielsen started a program to address concerns about the accuracy of measurement of children’s and teens’ television viewing. Eighteen child and teen specialists were hired and trained to work with people meter homes with children and teens from the initial installation of the metering equipment throughout the two year tenure in the panel. These specialists we call people meter representatives. They have backgrounds in teaching, social work, counselling and coaching and therefore have the background and skills to build strong rapport with children and teens.