The sniffer concept and its possibilities in data collection
The paper describes working principles of the new equipment, the âSnifferâ, a singular conceptual update of old people meter systems that solves some emergent problems of TV audience measurement, mainly those related to the diversity of the dynamically changing tuning alternatives. The new meter is already implemented in a 600 household people meter TV panel running in Sao Paulo, Brazil since the second half of 1996. Authors provide data to evaluate its performance.
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