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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

Pre-testing technological developments and their market introduction

Often a client comes to a research institute with questions that can only be answered by leaving well-trodden paths, being creative and designing a new composition of market research tools. This happened in April 2002 in Germany when the client, ZDF,...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Author: Bernhard Engel
June 18, 2004

Research papers

You'll have to see this!

In 2002, in collaboration with MarketResponse Netherlands, Ster devised a new method for the measurement of the processing of television ads by audiences.This paper will describe how this method was developed and how it is used for measuring ad...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Authors: Bas de Vos, Marije Andela
June 18, 2004

Research papers

Media multiplexing in the United States

This paper investigates the phenomenon of media multiplexing whereby people consume small amounts of media content and then switch to another media channel.A profile of the differences in media multiplexing among a number of demographic groups is...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Author: Max Kilger
June 18, 2004

Research papers

Passive VS. button pushing

The authors report findings from an extensive analysis comparing two TV meter panels in Quebec and Canada; the TNS Picture Matching technology (PMT) and Arbitron's Portable People meter (PPM). Paramount in this comparison is the passive nature of...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Authors: Ken Purdye, Pasquale A. Pellegrini
June 18, 2004

Research papers

Can audiences of new or existing programmes be predicted reliably?

Programme Ratings, both actual and forecasted, are the trading currency of the TV industry and therefore the key piece of information that any operator involved in the TV business is mostly interested in analysing.This paper describes the work that...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Authors: Andrea Armellini, Cesare Malara, Sacha Monotti
June 18, 2004

Research papers

Gargling with Pepsi

The marketing opportunities available to the advertising and media industry have increased greatly over the past decade. Whilst we are able to measure the effect of traditional communication channels relatively well, what do we really know about the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Authors: Atul Phadnis, Julie Petersen
June 18, 2004

Research papers

The beauty of enhanced TV

ABC Television and Initiative conducted research to quantify the impact of Enhanced TV (ETV), an interactive application employed during the primetime broadcast of Miss America on ABC Television, September 20th, 2003.Respondents were grouped into two...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Authors: David Ernst, Rachel Mueller-Lust
June 18, 2004

Research papers

Better television audience measurement through the research integration of set-top box data

This paper is primarily the report of two different major applications of set-top box data. One application involves the full-time measurement of all 300+ channels over a 12-week period in 8,700 set-top boxes in 6,292 homes in one U.S. market.The...

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Author: Bill Harvey
June 18, 2004