Abstract:

It is particularly difficult to control the quality of the results obtained by the peoplemeter panels. Even though the technical resources to carry out a real control exist, no peoplemeter panel operator has so far used a simple system, known as the 'presence sensor', with the exception of the 'Auditrack' panel set up by the Reach Mass Institute in the Lebanon. This paper describes the advantages of using the presence sensor and provides a preliminary assessment of the measurement errors due to the poor input of the panellists. While waiting for the arrival of passive audience measurement, what is the error scale of declarative audience measurement based on the 'push button' and how is the day-to-day precision going to be improved with full knowledge of the facts?