TV audience ratings, conducted by AC Nielsen in the US, came off the worst. Respondents said sample sizes and quality of audiences need to be increased, alongside better measurement of local TV audiences.
The survey also criticised TV research measurement for its slow reaction time to rapid changes -- especially when it came to emerging technologies such as digital video recorders and video-on-demand. Despite PVR company TiVo being founded as far back as 1997, Nielsen is only now beginning to address how to measure the new technology.
Radio audience measurement, via the electric diary method, was described as "flawed and outdated". Respondents favoured the electronic meter measurement method as an alternative to the current system.
Online audience measurement was descibed as incompatible with that of other mainstream media. Critics also called the validity of the data into question because one of the two leading measurement systems in the US is not currently audited by a regulator.
Print audience measurement was criticised for not measuring magazine audiences adequately and the turnaround time being too slow.
The survey was completed by 507 people who attended a forum called Accountability of Audience Measurement.
ARF has said it is planning to launch an audience measurement initiative to work out how to address the problems raised in the survey.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
