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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

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

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

Research papers

Idolised advertising

This paper sets out to prove that viewers that become deeply involved in event television programs, such as Idol, respond more positively to advertising.The nature of the program offers multiple touch points for viewers to form bonds with the event....

Catalogue: ESOMAR/ARF WAM Conference 2004: Television
Authors: Jim Alexander, Doug Peiffer
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