4 / 60
Page 4
This report examines the evolution of television
audience measurement (TAM) as it adapts to
today’s changing TV content viewing patterns.
Part 1 sets out the perspective and viewpoint
of television sales houses and broadcasters,
highlighting the need for next-generation
audience measurement to be built on the strong
foundations 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
devices. It also provides an overview of emerging
hybrid measurement techniques and solutions.
Part 3 offers an update on several national
projects for hybrid audiovisual audience
measurement, 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