The impact of introducing a new TV audience measurement system
The following paper starts by describing the change of the Swiss media situation since the late seventies. As a consequence the system to measure TV-consumption did not suit the needs of media researchers and data users any longer. Therefore a new "Telecontrol" TV-measurement-system had been developed in Switzerland. But before its introduction a pilot comparison test between existing and the new system was arranged to find out the most efficient system. How it works and what data it produces but also what questions it arises for future media planning is discussed.
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