Editor’s Note: This feature is a comment to a MediaPost article. Use the link below to read the full article. Scroll to the bottom of the piece to view the comment.
From Ed Papazian (Media Dynamics Inc.): I believe that we are kidding ourselves in thinking that we can measure average minute viewing—as opposed to set usage—of either program content or commercials with the people-meter.
The basic assumption underlying the people-meter system is that once a person claims to be “watching” a TV show—invariably at the outset of the tune in—that this remains in force for every second afterwards—unless the “viewer” indicates otherwise.