Abstract:

The paper takes a non-specialist view of television audience measurement in Europe, from the standpoint of a major user group, manufacturing companies and their advertising agencies. It suggests the growing inadequacy of traditional audience research techniques to deal with a post-recessionary, demassifying TV medium. The paper discusses the impact of technological change and shifting viewing patterns, and examines the evolving needs of major user groups in the 1980's and beyond. It suggests a technique for the clustering of communications tasks for measurement purposes, discusses the vexed issue of audience research funding, and makes suggestions for future approaches to TV audience measurement in Europe.