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      Chapter

      Audience Measurement in the VCR Environment: An Examination of Ratings Methodologies
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      Chapter

      Audience Measurement in the VCR Environment: An Examination of Ratings Methodologies

      DOI link for Audience Measurement in the VCR Environment: An Examination of Ratings Methodologies

      Audience Measurement in the VCR Environment: An Examination of Ratings Methodologies book

      Audience Measurement in the VCR Environment: An Examination of Ratings Methodologies

      DOI link for Audience Measurement in the VCR Environment: An Examination of Ratings Methodologies

      Audience Measurement in the VCR Environment: An Examination of Ratings Methodologies book

      ByJulie Dobrow, Julie Dobrow, Julia R. Dobrow
      BookSocial and Cultural Aspects of Vcr Use

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      Edition 1st Edition
      First Published 1990
      Imprint Routledge
      Pages 28
      eBook ISBN 9780203052327
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      ABSTRACT

      The 1986-1987 television season marked the first time the A. C. Nielsen company found U.S. weekly television viewing to have declined from the previous year. The decline was even greater when measured by the new peoplemeter system (Kneale, 1988a). Another decline occurred in the 1987-1988 season (Nielsen, 1989) in spite of the fact that Nielsen also found multiple set households up to 59% of all television households, and more television and cable channels than ever available to U.S. television households ("Weekly TV viewing," 1988); almost 56% of all television households had cable television by early 1989 according to Nielsen ("May penetration," 1989, p. 45). Although the growth in video options has matured in the United States, it is worth noting that a similar change is now taking place in Europe (Buck, 1988; Durand, 1988; Kavanaugh, 1989; Nayeri, 1988).

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