Single source multimedia measurement

Date of publication: June 22, 2005

Author: Manuel Daehler

Abstract:

The paper looks at two out of four planned test periods with Mediawatch. In these tests, the meter is prepared to measure TV, radio and print use. Results show that: - Respondents can be motivated to indicate their print use by Mediawatch. The way of handing over and instructing must be followed. - The 'print reach figures' show more variation over the weekdays than does the reach of TV or radio stations. In the course of the day, print use does not show prime times like radio or TV, as the reader does not have to follow a given schedule. - The different print titles, TV channels and radio stations seem to be less grouped in the measured data than in interview indications.

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