so easy, in fact, that it's called "zapping." If not switched out, sound volume
can be reduced. Where VCR time-shift recordings are played, the tape can be
"fast-forwarded" through the commercial (or it can be edited out).
Advertisers and agencies sense a loss of commercial exposure and effectiveness as these devices and their concomitant use for zapping commercials increase.
This sentiment could foster demand for a syndicated qualitative service which
may provide measurement of commercial audience exposure.
In Chapter 11 we discuss the future, with emphasis on the measurement
problems that may be created by new technologies.
A unified sample is a subsample of the total panel of Audimeter households
that contributed acceptable in-tab records for each of the four weeks
Made possible by removal of legal prohibitions on asking race questions
in the initial interview. Such questions had been proscribed because they
might lead to charges of "racism."
CONTAM: Committee on Network Television Audience Measurement. COLTRAM: Committee on Local Television and Radio Audience
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Audience Ratings:Radio, Television, and Cable.
Contributors: Hugh Malcolm Beville Jr. - Author.
Publisher: Lawrence Erlbaum Associates.
Place of publication: Hillsdale, NJ.
Publication year: 1988.
Page number: 270.
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