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Why We Can't Afford to Measure Viewers

ABSTRACT This paper was originally presented at the ESOMAR/ARF Worldwide Electronic and Broadcast Audience Research Conference in May 2000. In it, the authors contend that modelling TV viewer behaviour (via viewers-per-viewing-household, or VPVH) and a set-meter panel is the best way forward. They argue that peoplemeters are too expensive (and unreliable), diaries are too inaccurate, and that dynamic mediamix measures can only be developed via modelling programs and set-meters.