The core purpose of this report is to address three basic concepts equally applicable to all categories of media measurement: how many, how often, and how long.
In the third quarter, we continued to see the effects of crediting enhancements to the mobile panel, specifically with regards to the time spent metrics (all of the “How Long” section plus minutes/day (users) under “How Often”). In August 2016 a legacy crediting rule on Android devices that capped usage at 30 minutes was removed, so now if a panelist uses an app or visits a website for more than 30 minutes at a time the entire length of the session is now credited. This change also went into effect for iOS devices in March 2016.
Average Audience Composition
