Abstract:

This paper looks at the evolution of peoplemeter-based measurement within TV audience research and the reasons for its growth. It argues that reliance on a single methodology like this was appropriate in a mass-market, homogeneous media environment but is not flexible enough to deal with the explosion in channels and other forms of TV- set viewing which we are beginning to witness. The possibilities created by allowing other forms of audience measurement to be incorporated into core, peoplemeter-meter systems, are discussed and the potential benefits to all sectors of the television industry - the cable operators, the cable & satellite broadcasters, the advertising community and even the mainstream networks - are outlined.