Abstract:

The last ten years have seen the widespread introduction of Peoplemeters as the standard method of measurement of TV audiences through large parts of the world. This process is continuing; Peoplemeters are now appearing in the countries of Eastern Europe and Latin America. The use of the term Peoplemeter carries with it an implication that it is the people aspect of the audience that is the crucial feature of the measurement. There is an implied assumption that identifying which channel the viewers are watching is a trivial issue. Criticism of Peoplemeters has focused on their ability to measure accurately who is watching. The CONTAM study on the Nielsen Peoplemeters system in the United States highlighted the apparent decline over time in the compliance of panel members in either their ability or willingness to carry on pushing their buttons. This is turn led to a growing pre-occupation with passive measurement - identifying who is watching without any requirement for active co-operation by panelists. This development saw the appearance and disappearance of the R.D. Percy system in the United States and of the Motivac system in France. It saw development work by AGB and by Nielsen. It appears that there is still a long way to go before a viable system of passive measurement can be implemented.