Television/Cable Research: Methodological Research

Newsweek Media Research Index

Television/Cable Research: Methodological Research

1962 - A.C. NIELSEN - AN APPRAISAL OF NIELSEN STATION INDEX SAMPLES IN METRO AREAS OF 52 MAJOR U.S. MARKETS

An appraisal of the size and relative importance of non-cooperation, conditioning and response errors showing that non-cooperation may cause an overstatement in HUT of 1-2 rating points.

1963 - AMERICAN RESEARCH BUREAU - THE INFLUENCE OF NON- COOPERATION IN THE DIARY METHOD OF TELEVISION AUDIENCE MEASUREMENT

A study to estimate the differences between those who return usable records of viewing and those who do not, showing generally little significant difference.

1966 - MARTIN MAYER - HOW GOOD ARE TELEVISION RATINGS? (CONTAM REPORT NO. 1) - TELEVISION INFORMATION OFFICE (TIO) PUBLICATION

Report of three studies sponsored by the Committee on Nationwide Television Audience Measurement, concerning: Study 1, the accuracy of small random samples in measuring television viewing behavior; Study 2, conducted by Eric Marder Associates to compare viewing levels among cooperators and non-cooperators in television diary surveys; Study 3, comparison of ARB and Nielsen ratings. (Reports of CONTAM Studies 4, 5 and 6 were published in 1969 and 1971.)

1967 - AMERICAN RESEARCH BUREAU - COMPENDIUM OF TELEVISION AUDIENCE RESEARCH

A compilation and short description of television methodological research conducted by ARB from October 1963 through July 1967.

1968 - ALFRED POLITZ FOR LIFE - ELECTRONIC TEST OF IN-HOME TV VIEWING AMONG THOSE FAMILIES WHO FAIL TO RESPOND TO THE DOORBELL

A pilot study in which, by using a special electronic detector to determine TV set usage, it was found that the incidence of sets-in-use among "not-at-homes" and "refusals" was not greater than that of interviewees.

1969 - STATISTICAL RESEARCH INC., FOR CONTAM - HOW GOOD ARE TELEVISION RATINGS? (CONTAM REPORT NO. 2) - TELEVISION INFORMATION OFFICE (TIO) PUBLICATION

Report of Study 4 sponsored by Committee on Nationwide Television Audience Measurement, concerning:the accuracy of television audience measurement. Based on survey by Statistical Research comparing response rates and HUT levels obtained by four alternative telephone coincidental interview procedures, to develop the optimum coincidental method. Results were compared with Nielsen meter data.

1971 - STATISTICAL RESEARCH INC., FOR CONTAM - TELEVISION RATINGS REVISITED ... A FURTHER LOOK AT TELEVISION AUDIENCES (CONTAM REPORT NO. 3) - TELEVISION INFORMATION OFFICE (TIO) PUBLICATION.

Review of CONTAM Study 4 and report of Studies 5 and 6. Study 4 was concerned with the accuracy of primetime household ratings obtained by four telephone coincidental interview procedures, compared with Nielsen meter data. Study 5 extended the investigation to estimates of primetime viewers, comparing CONTAM's coincidental estimates with Nielsen meter/diary data. Study 6 examined daytime estimates for both households and persons.

1972 - STATISTICAL RESEARCH INC., FOR COLTRAM STUDY OF TELEVISION USAGE IN FOUR LOCAL MARKETS

Comparison of television viewing among listed telephone households vs. total telephone households, based on coincidental measures. Study found slightly less viewing in listed households and fewer viewers per house-hold, than in total telephone households.

1974 - ARBITRON - REPLICATION: A STUDY OF THE RELIABILITY OF BROADCAST RATINGS

An analysis to determine the reliability of Arbitron television audience estimates. Based on data from a national sample of television households from the February/ March 1972 Arbitron survey

1975 - BUREAU OF BROADCAST MEASUREMENT, CANADA - REVIEW OF THE 1974-75 RESEARCH PROGRAM OF BBM THE BUREAU OF MEASUREMENT.

Report of research concerning estimates obtained with dual purpose diary (measuring both television and radio in one diary) with estimates from separate diaries for each medium. Diary estimates were also compared with telephone coincidental data. This study resulted in use of separate radio and television diaries.

1976 - STATISTICAL RESEARCH INC., FOR COLTRAM - HOW GOOD IS THE TELEVISION DIARY TECHNIQUE? - A STUDY OF THE LOCAL TELEVISION MARKET DIARY

Comparison of coincidental estimates with NSI diary estimates, to investigate nonresponse and response errors in local market television audience measures. Conducted in Philadelphia. Study found modest level of non-response error; a more significant level of response error; and a net effect of some understatement of television viewing.

1978 - WILLIAM S. RUBENS, NBC - A GUIDE TO TV RATINGS - JAR, FEBRUARY 1978

Basic review of how television audience ratings are obtained and used. Includes definitions; advantages and disadvantages of meter, diary and coincidental methods; discussion of sampling error and non-sampling error.

1980 - CORPORATION FOR PUBLIC BROADCASTING - PROCEEDINGS OF THE 1980 TECHNICAL CONFERENCE ON QUALITATIVE TELEVISION RATINGS, FINAL REPORT

Review of CPB search for qualitative television ratings system, and development of evaluation criteria and research procedures tailored to PTV programming philosophies.

1980 - THOMAS R. DONOHUE, LUCY L. HENKE AND WILLIAM A. DONOHUE - DO KIDS KNOW WHAT TV COMMERCIALS INTEND? - JAR, OCTOBER 1980

Small-scale study, via personal interviews with 97 children two to six years old, to determine their understanding of commercial intent and of market segmentation. Use of nonverbal measures. Conducted in Chicago. Concluded: children understand the intent of television commercials at a younger age than reported in the literature; they also understand the idea of market segmentiation and can empathize with another's perspective; nonverbal measures are better than verbal measures to determine what children know and understand.

1981 - ARBITRON FOR CORPORATION FOR PUBLIC BROADCASTING - BOSTON (WGBH) FIELD TESTING OF A QUALITATIVE TELEVISION RATING SYSTEM FOR PUBLIC BROADCASTING

Report of qualitative diary test, measuring viewing and viewer evaluations of commercial and public television during November 1980.

1981 - ARBITRON - MEASURING THE BLACK TELEVISION AUDIENCE

Report of test conducted in May 1981 comparing two methods of television audience measurement: the standard diary vs. an illustrated diary, in eight test markets, with DST (differential survey treatment) used among black households. Results are presented for both black and non-black households.

1981 - J.M. WOBER - ASSESSING THE PATTERNS AND EXPERIENCE OF VIEWING TELEVISION (SPONSORED BY INDEPENDENT BROADCASTING AUTHORITY, AUDIENCE RESEARCH DEPARTMENT)

Article concerning ways of measuring program appreciation. Unpublished article. Includes review of relevant British studies, with bibliography.

1983 - ARBITRON TWO-WAY CABLE DIARY TEST-SUMMARY OF FINDINGS

Comparison of four methods to obtain audience estimates in cable homes: (1) 2-way cable measurement (meter); (2) standard diary-based measurement; (3) special cable-diary measurement; (4) telephone aided recall. Conducted to validate diary and telephone aided recall measurement of cable. Arbitron concluded: the diary technique is appropriate for measuring viewing of broadcast stations, but electronic measurement is the most accurate method for cable homes with a complex array of program choices.

1983 - A.C. NIELSEN FOR CABLETELEVISION ADVERTISING BUREAU - CABLE AUDIENCE METHODOLOGY STUDY (CAMS)

Study to evaluate six methods for collecting audience viewing data in cable households-four types of diaries and two types of telephone recall. Compared against two validation methods: telephone coincidental survey, and in one market, two-way cable meters. None of the test methods agreed "acceptably well" with the two validators.

1983 - DAVID A. TRAYLOR, NIELSEN - THE NIELSEN A-C PEOPLE METER-LN: RESEARCHING THE ELECTRONIC MEDIA - FROM THE 1983 ARF ELECTRONIC MEDIA WORKSHOP

Description of national Nielsen people meter test, to be conducted in sample of 150 homes, starting in summer of 1984. Long term test (2-3 years) planned to determine cooperation rates and viewing patterns.

1984 - AGB - THE AGB PEOPLEMETER BACKGROUND AND OVERVIEW

Description of AGB Peoplemeter test in Boston, 1984 and 1985, in 400 sample households, equipped with both set meters and peoplemeters.

1984 - BUREAU OF BROADCAST MEASUREMENT, CANADA - TV AUDIENCE MEASUREMENT, PRICE AND PRECISION.

Study comparing use of individual personal diaries for television versus set measurement. The latter technique was judged to be preferable.

1984 - MICHAEL J. NAPLES, ARF - ELECTRONIC MEDIA RESEARCH: AN UPDATE AND A LOOK AT THE FUTURE - JAR, AUGUST/SEPTEMBER 1984

Article discussing changes taking place in research for electronic media, toward greater use of integrated, automated research systems, combining audience measurement with media strategy testing capabilities. Review of current audience measurement systems, and developing integrated systems such as Behaviorscan.

1985 - HUGH M. BEVILLE, JR. - AUDIENCE RATINGS - LAURENCE ERLBAUM ASSOCIATES, 1985

Comprehensive, authoritative reference book concerning broadcast audience ratings. The author provides:a review of the major radio and television rating services, 1930-1984, including Crossley, Hooper, Nielsen, Pulse, Arbitron, Birch, RADAR, AGB and others; a comparative examination of the basic ratings methodologies; a discussion of types of ratings data, their uses and related issues; and a discussion of future developments. Concise reviews of the major methodological studies in broadcast measurement (e.g., ARMS, CONTAM studies, COLTRAM studies, CAMS, others) are also included. This book provides a basic textbook in broadcast audience measurement, authored by the expert, Mal Beville.

1985 - ANDREW EHRENBERG, LONDON BUSINESS SCHOOL AND JACOB WAKSHLAG, INDIANA UNIVERSITY - REPEAT VIEWING IN THE BOSTON PANEL - FROM THE 1985 ARF ELECTRONIC MEDIA WORKSHOP

Analysis of repeat program viewing based on AGB Boston People Meter panel, for 30 primetime programs over a four-week period. Repeat viewing for consecutive weeks averaged 27%; consistent with other U.S. and U.K. findings. No significant differences were found by program type or channel type. However, repeat viewing was related to rating level; that is, lower for lower rated shows, and higher for higher rated shows.

1986 - ARBITRON - SCANAMERICA VALIDATION STUDY - TELEVISION VIEWING

Comprehensive report of validation study comparing household tuning and people viewing estimates based on the ScanAmerica people metersystem versus telephone coincidental estimates. Telephone coincidental interviews were conducted by Burke Marketing Research among a random digit dial sample of households in Denver and Boulder counties, Colorado, the ScanAmerica pilot area. Interviews were completed with respondents in 12,186 households, 67% of all eligible households. Findings: ScanAmerica HUT estimates were not significantly different from coincidental estimates. ScanAmerica's viewing estimates for total persons underestimated the coincidental levels by 7%; however, the people data in general and particularly for children were closer to coincidental levels than standard diary measures, thereby representing an improvement over diary data. Conclusion: "the ScanAmerica people meter improves the current national audience measurement system without diminishing the current system's benefits." Second volume reports validation study for product purchase data.

1986 - HUGH M. CANNON, NORTHWESTERN UNIVERSITY - MEDIA-MARKET MATCHING VERSUS "RANDOM WALK" IN TELEVISION MEDIA SELECTION - JAR, APRIL-MAY 1986

This paper reports the results of an analysis to evaluate the accuracy of direct and indirect matching in television program selection. Based on 1978 and 1980 SMRB data. 1986 - JOHN A. HUNT, OGILVY & MATHER - TOWARD BETTER MEASUREMENT OF VCR AUDIENCES: A REPORT ON ARF AND INDUSTRY EFFORTS - FROM THE 1986 ARF ELECTRONIC MEDIA WORKSHOP Summary of efforts by ARF Video Electronic Media Council concerning the electronic measurement of VCR playback. Proposals from Nielsen, AGB and Arbitron were requested. Three methods of measurement are described: (1) Pattern recognition systems; (2) "UPC" type systems, and (3) Encoding systems.

1986 - MARSHALL D. RICE, YORK UNIVERSITY, TORONTO, AND JOHN D. LECKENBY, UNIVERSITY OF TEXAS - AN EMPIRICAL TEST OF A PROPRIETARY TELEVISION MEDIA MODEL - JAR, AUGUST/SEPTEMBER 1986

Comparison of reach and frequency estimates for network television schedules based on the "Modtel" model (fictitious name for or a proprietary model used by large New York firm) and BBD-LD model (a published model, 1985) with 242 actual schedules tabulated from 1982 SMRB data. Results: "Modtel" produced poor estimates of reach and exposure distributions, with a strong tendency too overestimate reach. Other model was more accurate. Authors' perspective: a lot of media allocation is being made on grossly inaccurate estimates.

1986 - BRUCE ROBERTS, SKY CHANNEL, LONDON, AND ALAN HIGGS, RESEARCH SURVEYS OF GREAT BRITAIN - PAN EUROPEAN AUDIENCE MEASUREMENT IN CABLE TELEVISION HOMES - FROM 39TH ESOMAR CONGRESS, MONTE CARLO, 1988

Report of study conducted in October 1985 in 11 countries to measure the audience of satellite and non-satellite stations in each country among cable households able to receive Sky Channel. Viewing data were measured by personally placed two-week diaries, completed by a total of 2,275 respondents. Type of estimates provided include average quarter hour ratings, cumes and station shares for each channel. Estimates are available for four countries separately, for Scandinavia and for the other countries combined. Station share estimates by country are shown in this report. According to this paper, this was the first pan-European television audience study.

1987 - DAOZHENG LU AND DAVID A. KIEWIT, NIELSEN - PASSIVE PEOPLE METERS: A FIRST STEP - JAR, JUNE/JULY 1987

Article discussing use of ultrasonic sonar and infrared systems for counting television viewers automatically. Tests with the sonar system showed that it is about 80% accurate in counting the number of people in a room and the location of each person. Sources of error included audience motion, number of people present and interference from items such as ceiling fans. The authors suggest these systems may be useful as validation tools for diary or people-meter measures.

1987- LANGBOURNE RUST - USING ATTENTION AND INTENTION TO PREDICT AT-HOME PROGRAM CHOICE - JAR, APRIL/MAY 1987

Summary of small-scale study concerning the relationship between children's attention to programs viewed in a central location test, their express intention to watch that program in the future, and their actual program selections at home a week later. Conducted among a sample of 102 children aged 6-11. The results indicated that attention predicted future program selection but intention did not. There was no significant association between attention and intention.

1988 - SIAN LLOYD, RESEARCH SERVICES, LONDON - SATELLITE TELEVISION - ESTABLISHING THE PAN EUROPEAN AUDIENCE - FROM THE 1988 ESOMAR SEMINAR, MADRID

Report of five small-scale methodological tests, conducted in 1988, in Belgium and Germany, by Research Services for PETAR (Pan European Television Audience Research), to assess procedures for collecting information about satellite channel availability and reception in cable households. The tests were designed to determine whether telephone interviews could be used to collect accurate channel availability information; to determine who in the household would be interviewed; and to assess the need for follow-up verification.

1988 - ROLAND SOONG, ARBITRON - THE STATISTICAL RELIABILITY OF PEOPLE METER RATINGS - JAR, FEBRUARY/MARCH 1988

This paper presents the results of a comprehensive analysis concerning the reliability of people meter ratings based on the ScanAmerica panel of 200 households in Denver, for the four-week May 1986 survey period. The analysis examined ratings by time period, daypart, number of weeks measured (from one to four), station and for reported age/sex groups. The greater reliability of the people meter ratings versus standard diary ratings was also discussed.

1989 - RICHARD V. DUCEY, NATIONAL ASSOCIATION OF BROADCASTERS - THE PERSONAL DIARY STUDY: INITIATIVES TOWARD BETTER MEASUREMENT OF INDIVIDUAL VIEWING - FROM THE 1989 ARF ELECTRONIC MEDIA WORKSHOP

Description of a methodological research program sponsored by the National Association of Broadcasters to develop and test a prototype personal television viewing diary. This paper reports the results of the first qualitative phases conducted at Michigan State. Further small-scale testing will be conducted by Michigan State and by the University of Georgia. These initial developmental tests will be followed by larger scale in-market tests including validation work, pending industry support.

1989 - THOMAS NEUMANN, PROCTER & GAMBLE, GERMANY - EUROPEAN READING OF TV AUDIENCES, A CASE STUDY AND THE FUTURE - FROM THE 42ND ESOMAR MARKETING RESEARCH CONGRESS, STOCKHOLM, 1989

Discussion of PETAR (Pan European Television Audience Research) as a case study example of an international research study. PETAR was designed to multi-country audience measures for satellite and non-satellite channels. It was started in 1986 for one channel, followed by broader based studies in 1987, 1988 and 1989. PETAR is implemented by diary measurement among cable homes only. The paper discusses the evolution of PETAR, and its positives and negatives. The author's "vision" of future TV audience measurement in Europe is to have comparable people meter panels in all countries, providing on-line data for all households and all stations.

1989 - STATISTICAL RESEARCH INC. FOR CONTAM - NIELSEN PEOPLE METER REVIEW, 1988-1989

Seven-volume report presenting a comprehensive review of the A.C. Nielsen national television ratings system, after one session of measurement by the people meter. The purpose was to enhance understanding of the system by the industry and to identify potential areas of improvement. The review covered sampling, field implementation, engineering, data processing and reporting, analysis of audience data. Volume 7 provides an overall summary and recommendations. Further perspective is provided in the 1990 CONTAM Principles document.

1989 - LYNN THOMPSON, NORTHWESTERN UNIVERSITY - COMPARING NIELSEN'S AND AGB'S PEOPLE-METER RATINGS: A NATURAL EXPERIMENT IN SAMPLING - JAR, AUGUST/SEPTEMBER 1989

This article presents an analysis of Nielsen and AGB network television ratings for April 1988, based on similar people meter systems. The analysis showed that the ratings from the two services were highly correlated. However, AGB rating levels tended to be lower than Nielsen's, particularly for teenagers, and for daytime. The analysis indicated that the rating level differences could be accounted for in large part by differences in VCR ascription methods and in network coverage estimates; differences in the way the two services prompted viewers to use their meters were also judged to be a factor.

1990 - JOHN A. DIMLING, NIELSEN - NON-RESPONSE: QUESTIONS, EVIDENCE AND TRADEOFFS - FROM 1990 ARF ELECTRONIC MEDIA WORKSHOP

This paper provides trend data showing initial and on-going cooperation rates and in-tab rates for the NTI panel, 1980 through 1990. Effect of non-response on NTI viewing estimates is discussed.

1990 - BERNARD GUGGENHEIM, LINTAS: USA - WHO COOPERATES WITH TV RESEARCH - FROM THE 1990 ARF MEDIA RESEARCH WORKSHOP

Summary of survey findings concerning claimed likelihood of cooperating in the Nielsen people meter panel, based on a 1989 Lintas telephone survey among 500 adults. Following a description of the people meter panel, respondents were asked to indicate their likelihood of participating in the panel if they were called by Nielsen. Overall, about half of the sample said they would be "not likely" or "very unlikely" to participate; however, results varied by demographics, VCR ownership, lifestyle characteristics, amount of viewing and programs viewed.

1990 - CLAIRE L. KUMMER, ARBITRON - ARBITRON'S EXPERIMENTS WITH THE ELECTRONIC DIARY - FROM THE 1990 ARF ELECTRONIC MEDIA WORKSHOP

Description of procedures used in a 1990 test to evaluate an electronic television diary and an electronic radio diary. A total of 866 diaries, half television and half radio, were placed in 371 households, in one large metro area, in May, July and October 1990. Sample selection and survey procedures were implemented as in the standard Arbitron diary surveys. Results will be published in 1991.

1990 - DAVID F. POLTRACK, CBS - COOPERATION LEVELS AND TELEVISION AUDIENCE MEASUREMENT - FROM THE 1990 ARF ELECTRONIC MEDIA WORKSHOP

Summary of findings concerning likelihood of participation in Nielsen people meter panel; from November 1990 CBS Tracking Study, an on-going national survey of television viewing behavior, conducted by telephone. Overall, 55% said they would be very likely or somewhat likely to participate; however, claimed likelihood of participation varied by demographics, viewing behavior, cable subscription and other factors. The relationship of these findings to current Nielsen people meter measurement is discussed.

1990 - PETER ROSLOW, TELEMUNDO - AN UPDATE: NIELSEN'S LOS ANGELES HISPANIC PILOT - FROM THE 1990 ARF ELECTRONIC MEDIA WORKSHOP

Description of Los Angeles pilot test of Nielsen Hispanic television audience measurement system, funded by Telemundo and Univision Spanish language networks. Conducted in 1990 Among 200 metered Hispanic households. The purpose of the test was to develop optimum procedures for implementing a national Hispanic service, scheduled to be on-line in early 1992.

1990 - CERIL T. SHAGRIN, NIELSEN - NIELSEN HISPANIC PEOPLE METER ROLLOUT - FROM THE 1990 ARF HISPANIC MARKET WORKSHOP

Nielsen report concerning the pilot test for the Nielsen National Hispanic Television Service. (See 1990 Peter Roslow listing.)

1990 - STATISTICAL RESEARCH, INC. FOR CONTAM - PRINCIPLES OF NATIONWIDE TELEVISION AUDIENCE MEASUREMENT

Recommendations concerning the measurement and reporting of national television audience estimates. Overall perspective: Given the importance of these ratings and the increasing complexity and fragmentation of the television medium, the task is difficult and currently "marked by confusion." More resources should be directed to the measurement task to maintain accuracy and reliability. Ideas articulated are also relevant to other measurement areas.

1990 - STATISTICAL RESEARCH, INC. FOR CONTAM - COINCIDENTAL RESEARCH PRIME TIME AND DAYTIME STUDY, SPRING 1990

This report presents a comparison of Nielsen People Meter television audience estimates with telephone coincidental survey estimates for prime time and daytime. The purpose of the study was to assess the accuracy of Nielsen estimates; updating earlier work by SRI for CONTAM in 1969, 1970 and 1986. Two telephone coincidental surveys were conducted, one for prime and one for daytime, among large national random-digit dial samples. A specific goal of this research, not covered in the earlier work, was to look at visitors viewing separately. The comparisons are based on viewers per tuned household (VPTH) for total persons, adults, teens and children, and by sex and age groups. The report also includes findings from the earlier studies.

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