Radio & Television

COMMENTARY: Know your audience. Broadcast measurement systems must reflect Canada’s diversity

By Malcolm Dunlop, Rogers Media Television CANADA – WHAT A GREAT COUNTRY when it comes to audience measurement. Where else would you have two competing television ratings services to measure 32 million people? Not only do we enjoy two rating services but we also enjoy two kinds of television meters, a paper diary system for many areas and, of course, PPMs in the province of Quebec. These services cost broadcasters, advertisers and agencies millions of dollars per year. If the information is accurate, we can justify the expense as a good investment. However, I question whether these services are accurately...