Abstract:

The quality of any audience measurement system is dependent on the quality of the sample upon which its data are based. This paper presents the results of two pieces of research that examine different aspects of A.C. Nielsen's network people meter sample in Canada. The first piece of research looked at the extent to which people who say they would agree to have a people meter installed in their homes differ from those who do not. Thus, it addresses the representativeness of the households initially agreeing to participate in a people meter panel. The second looks at the effects of ongoing participation in the panel on sample respondents. It considers whether ongoing participation may lead to fatigue effects in recording viewing and whether this is more pronounced among some types of respondents than others.