THE much-awaited call to have a single TV audience measurement system is seeing new hopes of a resolution with the Media Specialist Association (MSA), together with the relevant stake holders, having initiated an action plan to unify the current two systems.
At present, TV audience measurement uses two methodologies from two research companies – Nielsen and UK-based Kantar Media – in evaluating TV audience. The former uses the TV Audience Measurement (TAM) and the latter uses Dynamic TV Audience Measurement (DTAM) to measure TV audience.
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