Abstract
Audience research is, first and foremost, audience measurement: how many people were watching a particular programme or advertisement or at a particular time? That, in Independent Television, was the foundation for the scale of charges from which the income of the system was derived. Other questions and refinements then followed. What kind of people were they? To what extent did they assimilate what was communicated? How informed were they by that documentary, amused by that entertainment programme, moved by the story of that drama, motivated by that advertisement? What were their reactions afterwards? What was the effect, if any, on their subsequent behaviour?
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References
Pilkington Report p. 292.
William Belson, The Impact of Television (Crosby Lockwood & Son, 1967) p. 1.
Television Act 1964 Section 24.
Roger Beeson, But I Happen to Like Charles Laughton in Newspaper Stories in Admap, January 1973 p. 4.
IBA Paper 11(76).
See Chapter 9.
J.M. Wober, TV’s Menu: The Viewers’ Order in IBA Research Department Working Paper, May 1984.
G.J. Goodhardt, A.S.C. Ehrenberg, M.A. Collins and Aske Research Ltd., The Television Audience: Patterns of Viewing (Saxon House/Lexington Books, 1975).
Annan Report paras. 29.6 and 29.7.
IBA Paper 298(75).
Attitudes to ITV: Report on a National Survey (The British Market Research Bureau Ltd., BMRB/RJG.90338, June 1979).
IBA Paper 298(75).
Letter to David Wilson dated 18 December 1973 IBA File 9012/8.
Annan Report para. 29.15.
The ITV Strike: Its Effect on Sales (D’Arcy McManus and Masius).
Letter to the Rt Hon. Mcrlyn Rees MP, Secretary of State for the Home Department, dated 14 April 1978 — attached to IBA Paper 100(78).
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© 1989 Independent Broadcasting Authority and Independent Television Association
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Potter, J. (1989). Aspects of Research. In: Independent Television in Britain. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-06335-2_13
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DOI: https://doi.org/10.1007/978-1-349-06335-2_13
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