1. A dynamic television audience measurement system (AMS), comprising: a central level AMS sub-system; a local node level AMS sub-system in communication with the central level AMS sub-system; a plurality of client device 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 wherein the central level AMS sub-system receives panel definitions from panel requestors, transmits the panel definitions to the local node level AMS sub-system, and receives a merged viewership report from the local node level AMS sub-system; wherein 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, merges the viewership reports into the merged viewership report, and transmits the merged viewership report to the central level AMS sub-system; and wherein each of the plurality of client level AMS sub-systems receives panel definitions from the local node level AMS sub-system, compiles the viewership report based on viewer's actions, and transmits the viewership report to the local node level AMS sub-system.