Aspects of Research

Jeremy Potter

Chapter 13 in Independent Television in Britain, 1989, pp 211-220 from Palgrave Macmillan

Abstract: Abstract Audience research is, first and foremost, audience measurement: how many people were watching a particular programme or advertisement or at a particular time? That, in Independent Television, was the foundation for the scale of charges from which the income of the system was derived. Other questions and refinements then followed. What kind of people were they? To what extent did they assimilate what was communicated? How informed were they by that documentary, amused by that entertainment programme, moved by the story of that drama, motivated by that advertisement? What were their reactions afterwards? What was the effect, if any, on their subsequent behaviour?

Keywords: Audience Research; Television Advertising; Advertising Agency; Television Audience; Research Politics (search for similar items in EconPapers)
Date: 1989
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DOI: 10.1007/978-1-349-06335-2_13

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