Abstract:

This paper records a continuation in a series of studies launched to appreciate TAM ratings in a holistic manner. Pure quantitative or qualitative studies often stop short of giving the user a complete understanding of viewing behavior, especially when it comes to complex behavior such as channel surfing. This paper uses a unique approach to tackle this problem. It does this by requesting ex-panelists to be part of an observation and depth-interview study. The panelists, of course, were at some time yielding minute-minute TAM data, so information gained at this stage yields rich explanatory insights to the behavior when they were on the panel. In effect, we generated a quasi-single source of information that can potentially change the way audiences are defined and targeted.