The WFA/EACA Guide to Organising Audience Research
Brussels: World Federation of Advertisers (WFA);European Association of Communications Agencies (EACA) (2008), 16 pp.
"This document is primarily concerned with providing a guide to setting up an organisation to manage television audience measurement to provide an efficient and effective currency for trading television airtime. The principal requirements of a television audience currency are that it should be trustworthy, consistent and acceptable to all users." (Page 4)
1 Why do we need television audience research? 4
2 Forms of organisation, 4
3 Organising principles of joint industry research, 6
4 How to set up a JIC, 10
2 Forms of organisation, 4
3 Organising principles of joint industry research, 6
4 How to set up a JIC, 10
