Abstract:

Before deciding on the best method to measure this audience it is essential to determine both what is to be measured and how the results are going to be used. In terms of what to measure, there are two components in the Pan European Television Audience Research: who and how many can receive Satellite Channels how do they use the medium I will be discussing the first of these components before passing over to Julian Pounds, who will address audience behaviour. Finally Bruce Roberts will discuss the advertiser applications with the use of a case study.