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Research papers

Measuring television viewership through a multi-method approach

This paper describes a multi-method approach for measuring total television viewing of the 2000 NCAA men's basketball tournament by 18-24 year olds. The approach exploits three information sources - the Nielsen Media Research (NMR) national people...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Authors: George Terhanian, John Bremer, Randall K. Thomas, Thomas F. Delaney
June 18, 2004

Research papers

Exploding the myth of the middle-aged market

In the last few years, the natural evolution of the post World War II "Baby Boom" generation has accounted for the explosion of the 25-54 and 35-64 key media age buying groups in the United States. This significant shifting of the "epicenter" of mass...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Thomas F. Delaney
May 1, 1994

Research papers

Great expectations

In the early days of television, when each program had one sponsor, exposure even to only one telecast had highly measurable advertising communication and sales effects. The shift to scatterplots, while beneficial in terms of reach and in terms of...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Thomas F. Delaney
June 15, 1992