RT Journal Article
SR Electronic
T1 Second-by-Second Looks at the Television Commercial Audience
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 71
OP 78
DO 10.2501/JAR-42-1-71-78
VO 42
IS 1
A1 Robert J. Kent
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/1/71.abstract
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.