TV Audience Measurement in Europe: Do Advertisers Really Know What They are Paying for?
The paper aims at exploring the models of organization of TV audience measurement systems and applied methodologies with regard to transparency, reliability and overall usefulness in media planning. TV audience measurement has a long tradition in Europe. Broadcasters and advertisers (and advertising...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
The Bucharest University of Economic Studies Publishing House
2019-11-01
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| Series: | Journal of Emerging Trends in Marketing and Management |
| Subjects: | |
| Online Access: | http://www.etimm.ase.ro/RePEc/aes/jetimm/2019/ETIMM_V01_2019_80.pdf |