ABSTRACT
Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive. Under the condition of no additional cost or effort investment, the authors developed a methodology for converting minute-by-minute people-meter data into second-by-second audience ratings. This methodology is based on the successful modeling of television viewers' tuning-in behavior by a uniform distribution and tuning-out behavior during commercials by a beta distribution. The methodology could be applied to measure advertising effectiveness, assess advertising strategies, and aid in future media purchasing and pricing.
- Received March 26, 2017.
- Received (in revised form) December 7, 2017.
- Accepted January 17, 2018.
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Vol 59 Issue 1
Jump to
- Article
- ABSTRACT
- MANAGEMENT SLANT
- INTRODUCTION
- HYPOTHESIS DEVELOPMENT
- PEOPLE-METER DATA ANALYSIS
- METHODOLOGY
- MODEL DEVELOPMENT
- EMPIRICAL VALIDATION
- DISCUSSION
- ABOUT THE AUTHORS
- ACKNOWLEDGMENTS
- APPENDIX A Formulae Derivation in Model Development
- Appendix B Viewing Pattern of Tuning Out
- Appendix C
- Appendix D Comparison of Estimates of Reach
- REFERENCES
- Figures & Data
- Info