Abstract:

The main objective of this paper is to provide new information on the viewing patterns in homes with Internet access. Only the panel methodology is capable of supplying longitudinal information and when more people meter-based results are published, it will be interesting to make international comparisons. This paper is based on the analysis of viewing behaviour in Internet access homes as described by the Finnish people meter panel data. Finnpanel Ltd. has operated the people meter-based audience measurement since its very beginning in 1987. All of the major broadcasters are subscribers. The JIC (joint industry committee) concept is applied as the leading principle of operation, the advertising agencies pay a minor share of the costs, and also advertisers have representation in the control body.