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Second Step: The Panel
The Panel is an appropriate number of families selected on the basis of a statistical design to represent the most important population statistic.
The Panel is a statistical sample of the universe to be measured and refers to an appropriate number of families / homes, which accept the installation of the peoplemeter on all the TV sets in their home. These homes provide the statistical estimates of television viewing, upon which the TAM data is based.
The TV ratings panel is a panel of families, from which individual TV viewing data is extracted. The peoplemeter allows each individual, and their guests, to register their viewing by means of a dedicated remote control, thus creating a database of viewing behaviour for each individual.
The size of the panel is a decision taken between AGB Nielsen Media Research and their clients, to ensure the most efficient panel for gathering the TAM data required by each local market. There is no formula for the calculation of the ideal panel size, but the size of the panel will affect the number of 'target groups', which can be produced, and the statistical error of each of these target groups.
Based upon the results of the Establishment Survey, each family interviewed is classified into cells based upon family size, ownership of TV equipment and geographical region. Other variables may be used in local markets, as a result of local conditions, which may affect the representation of the TV audience.
The panel design is then constructed, based upon the number of families in each cell. In certain markets, a decision may be taken to over-, or under-represent certain cells and to create an over-sample within the panel.
An AGB Nielsen Media Research technician visits families that agree to become members of the panel and installs a peoplemeter on all the TV sets in the home. Full support - 24 hours a day - is provided to the family.