In multichannel world, diaries go dinosaur route

Freeman, Laurie
April 1999
Advertising Age;4/12/1999, Vol. 70 Issue 16, ps4
Trade Publication
This article discusses issues relating to the planned experiment of Time Warner's Cable Advertising of San Antonio, Texas with a greatly expanded ratings diary sample in hopes of raising the visibility of local cable viewership. If successful, expanded sample sizes may become a stop-gap measure as ratings services such as Nielsen Marketing Research begin a much-anticipated transition to local People Meters or other electronic measurement systems. More importantly, better ratings may put to rest ongoing arguments from local cable stations--and agency media buyers--that the lack of accurate research on the demographics of cable's audience has prevented advertisers from buying more local cable.


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