Television Audience Assessment
Lloyd N. Morrisett
The march of technology, as exemplified by the advent of the people meter, has not altered the fundamental fact that television remains congenitally blind to the needs, interests and program preferences of millions of viewers.
In this essay, former Markle president Lloyd N. Morrisett discussed programming, viewership, ratings, and advertising in network television paying special attention to the work of Television Audience Assessment. Morrisett wrote, "The landmark work of Television Audience Assessment, established and funded by the Markle Foundation, proved conclusively that viewers react in different ways to television programs, and that their likes and dislikes have a direct and measurable impact upon their impressions of commercials."
