The future of ratings measurement

Authors

Peter Danaher
Mark Balnaves, Edith Cowan University

Document Type

Journal Article

Place of Publication

Sage

Faculty

Faculty of Community Services, Education and Social Sciences

School

School of Communications and Multimedia

RAS ID

609

Comments

Danaher, P., & Balnaves, M. (2002). The future of ratings measurement. Media International Australia incorporating Culture and Policy, 105(1), 40-48. Available here

Abstract

The new media environment is changing the ways in which television services are delivered and accessed, putting increasing strains on the long-standing conventional audience tracking methodology. Not only are people watching television in different ways, through the proliferation of services via internet and pay TV, but new recording technology is also giving them the power to select what they watch and when they watch it, even bypassing the ad breaks along the way. Peter Danaher, Professor of Marketing at the University of Auckland, looks at how the ratings industry is trying to address these challenges. Professor Danaher was interviewed by Mark Balnaves.

DOI

10.1177/1329878X0210500107