TITLE

In multichannel world, diaries go dinosaur route

AUTHOR(S)
Freeman, Laurie
PUB. DATE
April 1999
SOURCE
Advertising Age;4/12/1999, Vol. 70 Issue 16, ps4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1770957

 

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