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This report examines the evolution of television
audience measurement (TAM) as it adapts to to-
day’s changing TV viewing patterns.
Part 1 sets out the perspective and viewpoint of
television sales houses and broadcasters, high-
lighting the need for next generation audience
measurement to be built on the strong founda-
tions of existing TAM methodologies.
Part 2 examines the changing media landscape
and the incremental shift towards consuming
television and other audiovisual content on an
increasingly diverse range of screens and de-
vices. It also provides an overview of emerging
hybrid measurement techniques and solutions.
Part 3 offers an update on several national proj-
ects for hybrid audiovisual audience measure-
ment, covering those markets that have reached
an advanced stage of development.
This report is not intended as an exhaustive
analysis of TAM methodologies, and it should be
noted that this is an area of constant evolution.
executive summary