is a key revenue generator. Mid-Mornings, Mid-Days: With lower listenership (measured by lower average quarter hours) but generally longer TSLs, the middle of the day is a place where stations frequently experiment with longer music, television programming, and longer television commercial sets. Afternoon Drive: Again, high listenership but short TSL, combined with a more-tired listenership that is driving home from work, combines to make afternoon drive time (usually from 3PM to 7PM) a time of short sweeps and, in talk radio, brief conversational snips. Evenings and Overnights: Lower listenership means lower revenues – but a standout program frequently can draw a niche audience that, if it shows up in the ratings book, can mean solid revenue. Criticisms There have been many criticisms of audience measurement. These criticisms tend to refer to methodological problems, sampling issues and reporting issues. A major issue for media owners and advertisers is that the standard audience surveys only collect data on audience size and basic demographic composition. Audience quality is inferred from the demographic profile of an audience. However, current metrics fail to capture audience engagement. Increasingly advertisers are demanding better measures of media engagement. In the 1990s, audience research methods generally were thrown into question with the arrival of new media, especially digital media and changes to the public's media habits. People meters, which recorded the household's viewing by noting the station to which a TV was tuned, failed to capture new viewing habits such as recording programs for playback at a later time or watching a podcast / download on another device such as a tablet or computer. The proliferation of new media has given consumers much greater control over where and when they access content. For instance, Video on Demand (VoD) enables consumers to decide when to watch programs while smartphones enable consumers to decide where to access content.<ref>Webster, J., Phalen, P. and Lichty, L., "'Ratings Analysis: Audience Measurement and Analytics, New York, Routledge, 2014, p. 35</ref> Media research companies have been forced to devise new methodologies capable of tracking new and unprecedented viewing habits across a diverse range of different platforms. Another issue which has presented challenges for media measurement is the consumer habit of simultaneous media consumption. Modern audiences are often consuming multiple media at the same time. For example, a teenager might be plugged into radio via earphones while working on the Internet, where he or she is scanning