Television media research

Date of publication: August 1, 1986

Author: Tony Twyman


This chapter concentrates upon research to measure television audiences in relation to the use of television as an advertising medium. The general principles of audience research discussed here also apply to the measurement of programme audiences and television in its public service role. The choice of research methods is affected by the way in which advertising is presented in the medium and the way in which advertising time is bought and sold.

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