The end of measurement as we know it?
This paper examines the problems and pitfalls of today's sample-based media measurement services with particular reference to television. The author suggests that sample-based measurement is rapidly becoming defunct in its ability to reflect what is truly of importance to the advertiser: return on investment. This is driven by changes in the broadcast environment, in the ability of research companies to recruit representative samples and in new technologies allowing viewers to personalize their television experience.New technology offers a solution in the form of the set top boxes now installed in the vast majority of television households in the United States. Opposition from those with vested interests in keeping things as they are will, however, make any change difficult.
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