What are we measuring and for whom?

Date of publication: June 15, 1987

Author: Herman Santy

Abstract:

The paper describes the BRT audience measurement system existing since 20 years without major changes. By lack of money the audience researchers have to stick to a diary system which was very effective the time it started but gets now out of date and re ports too slowly. The only really efficient alternative system which can coop with the Belgian television system is an automatic measurement device. The advantages of automatic measurement seem to be the speed in re porting and the sophisticated possibilities of analysis. Although speed in reporting is important this is not a mere advantage and it could be that we loose essential advantages of slower and cheaper systems by gaining speed of reporting.

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