Measurement (Data Collection)

There are at least three possible methods for data collection, which include telephone, diary and PeopleMeter measurement. Telephone surveys are a method for collecting TV viewing information by calling households, which is commonly used for one-off surveys. Diary and PeopleMeter methods are commonly used for continuous TV audience measurement.

Diary

Diary measurement refers to the method that sample household members at the age of 4 or above record the channels they view every day and at what day parts they view the channel.

Taking the diary booklet used by CSM for instance, the diary is composed of two major parts: the diary card which is used for compiling rating measurements and the diary folder. Space has been reserved for panel household members to record the channel codes and day parts they view on this diary card. A card can accommodate 7 days' viewing or one week. The recording time unit in diary measurement is 15 minutes. The viewing time won't be recorded unless the accumulated time for one channel has exceeded 8 minutes of viewing in each 15 minute period.

The interviewers go and collect the completed diary cards in person once a week, and leave new diaries for the next week so that the panel households can conveniently continue to record their TV viewing behavior.

PeopleMeter

A Peoplemeter panel refers to a method that panel household members at the age of 4 or above use to record the channels they view and the day parts they view. This device allows data to be collected in a timely fashion.

A PeopleMeter installed in panel households is composed of three parts: TV detector probes within the TV set, MDU and handset, as well as the CDSU connected with the telephone line. The detectors and probes are used to detect the working status of the TV set (on/off) accurately and trace the change of channels automatically when the television is on. The channel value is detected using a Local Oscillator Frequency detector which relates the beamed frequency of a certain channel irrespective of channel codes displayed on the TV screen and the buttons on the TV. The detection of TV channels results from signals obtained by detectors without any interference of man-made forces or influences.

Time can be measured accurately to the second in the unit so that the unit can measure TV viewing time very precisely. The display and detector of the TV set are connected and when the TV set is turned on. Members of panel households will press the relevant code-button on the PeopleMeter remote to identify who is watching TV, then the code will be displayed on the screen of the display. Finally, all information about changes in TV channels and panel households as well as viewing members will be stored in the CDSU through the transmission of alternating frequencies in the panel household. Every morning, all viewing data recorded by panel households regarding the preceding daily viewing information will be transferred to CSM’s computer center at our headquarters over a telephone line. Then we calculate the preceding daily audience ratings after data are quality controlled and processed.