BATON BLAMES PEOPLE METERS FOR AD SALES DROP
By Adnews Staff
Automated measurement of television audiences caused ratings to fall last year at Toronto-based Baton Broadcasting's Toronto station, and caused advertising sales to decline. As people meters replaced traditional paper diaries in Toronto markets in September, 1995, air-time revenue for the CTV Television Network affiliate dropped 2.5%. The company believes the people meters favor newer TV stations that target younger viewers who are more comfortable with emerging technology. Baton reported total revenue of $225.2 million for the year ended Aug. 31, 1996, compared to $254.2 million a year earlier. Despite the revenue drop, cost cutting at the company allowed Baton to post a profit of $2.3 million, compared to $2 million last year. People meters were developed by ACNielsen of Northbrook, Illinois. They will be introduced next in Montreal and Vancouver