Abstract:

Panels offer certain advantages over sample surveys in providing TV audience measurement information more precisely and economically. As planning requirements for TV advertising become more sophisticated therefore, demand for TV panels is likely to increase in many countries. This paper considers some of the major theoretical problems in operating TV panels and offers evidence on practical solutions from the U.K. In particular, the selection and control of panels are examined including a discussion on the possible sources of panel bias with methods for its reduction or elimination. The combined knowledge available on TV panel operations is then applied to problems likely to arise in setting upland running TV panels in varying national and broadcasting contexts.