PT  - JOURNAL ARTICLE
AU  - Robert J. Kent
TI  - Second-by-Second Looks at the Television Commercial Audience
AID  - 10.2501/JAR-42-1-71-78
DP  - 2002 Jan 01
TA  - Journal of Advertising Research
PG  - 71--78
VI  - 42
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/42/1/71.short
4100  - http://www.journalofadvertisingresearch.com/content/42/1/71.full
SO  - J Advert Res2002 Jan 01; 42
AB  - Television audience measurement needs better technology, improved competition, larger samples, granular data by time, and a focus on commercial, not program, ratings. This paper shows how data from set-top boxes in digital cable television systems can address these needs.