Print media and television in the SummoScanner

Date of publication: June 15, 1988

Company: Burke, Inc.

Author: Harold de Bock

Abstract:

This paper describes how far SUMMO has been able to go with its attempts to cover as many medium types as possible within one single source research instrument while maintaining a high degree of between- media comparability; it also outlines the limits SUMMO has encountered. The SummoScanner and peoplemeter deliver rather similar audience figures for the commercial blocks on the national television channels of the Netherlands. This paper offers, for the first time, a comparison between the SummoScanner and peoplemeter data.

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