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Research papers

Is anybody home?

This paper discusses a method to incorporate out-of-home viewing in the TAM ratings. In some cases the audience profile of channels and their programmes could be dramatically different if this viewing behaviour would be integrated in the ratings.

Catalogue: ESOMAR/ARF WAM Conference 2003: Television
Authors: Lex van Meurs, Nelly Kalfs
Companies: Stichting Kijkonderzoek (SKO), GfK
June 17, 2003

Research papers

The future at your fingertips

Television research is increasingly dominated by a need to predict ratings accurately. Prognoses of future ratings are of crucial importance for media planners producing or scheduling programmes, and selling or buying commercial time. Forecasts are...

Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Lex van Meurs
Company: GfK
May 1, 1994

Research papers

Recognized in a split second

Since 1992 Viacom Outdoor in the Netherlands has tested the time it takes for the product and brand on outdoor advertising posters to be recognised.The fieldwork was carried out by Inter/View and, later, Intomart Gfk. Brand Recognition and Product...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Lex van Meurs, Mandy Klerkx
June 14, 2004

Research papers

Do rotten apples spoil the whole barrel?

This paper will examine the nature and probable causes of inattentive or fraudulent respondent behaviour. As researchers, we are constantly aware of the kinds of errors and biases that threaten the reliability and validity of our studies at every...

Catalogue: Panel Research 2007
Authors: Liesbeth Nekkers, Robert van Ossenbruggen, Lex van Meurs
Company: GfK
October 28, 2007

Research papers

Radio zapping

This paper reports on switching during radio advertising, based on analysis of GfK Media GB's survey of radio listening and television viewing, commissioned by The Wireless Group using Radiocontrol audience measurement technology. Bringing the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio
Authors: Lex van Meurs, Nick North
June 17, 2004

Research papers


This paper describes an extensive research project concerning the leakage and influx of viewers during commercial breaks. The goal of this research project is to determine which factors bring about this kind of channel switching. The study covers the...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Author: Lex van Meurs
Company: GfK
June 15, 1996

Research papers

The Dutch outdoor study

In 2000 a new study of outdoor advertising reach was published in the Netherlands. The Dutch Outdoor Study combines several major innovations in outdoor research techniques with new software for presenting results. This paper describes the research...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Authors: Lex van Meurs, Peter Kloprogge, Marcel van der Kooi
Company: GfK
June 20, 2003

Research papers

When every second counts

In television audience research in The Netherlands (and similarly in other European countries) viewing behaviour is registered by the meter on a Per second basis. A change in channels is noted from the moment a viewer watches a channel for fifteen...

Catalogue: ESOMAR/ARF Seminar 1998: Electronic Media And Measurement Trends
Author: Lex van Meurs
Company: GfK
June 15, 1998

Research papers

The missing link

In January 2005 the Dutch Advertisers Association (BVA) presented the results of an observational study on viewing behaviour during commercial breaks. Results from filming 100 households watching TV showed only 20% of commercial airtime is watched...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: John H. Faasse, Nicole Engels, Marjolein Moorman, Lex van Meurs
Company: GfK
June 23, 2005