A dynamic television audience measurement
system (AMS) and method are disclosed. The
system comprises a central level AMS sub-
system, a local
node level AMS subsystem in communication with the central level AMS sub-system, a plurality of
client level AMS sub-systems in communication with the local
node level AMS sub-system, and a plurality of display devices, wherein each
display device is monitored by a
client level AMS sub-system. The central level AMS sub-system receives panel definitions from panel requestors, transmits the panel definitions to the local
node level AMS subsystem, and receives a merged viewership report from the local node level AMS subsystem. The local node level AMS sub-system receives panel definitions from the central level AMS sub-system, transmits the panel definitions to the plurality of
client level AMS sub-systems, receives viewership reports from each client level AMS sub-systems, and transmits a merged viewership report to the central level AMS sub-system.