The future of television audience measurement in Europe

Date of publication: June 15, 1982

Author: Stephan Buck

Abstract:

The objects of this paper are firstly to consider the key elements associated with the choice of research techniques (Section 2) and then to examine the recent changes taking place and their effects on consumer choice of broadcast material and commercial airtime available (Section 3). Finally, the paper looks ahead to estimate the implications for television audience research during the I980's (Section 4).

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