RT Journal Article
SR Electronic
T1 Converting People-Meter Data From Per-Minute to Per-Second Analysis
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 53
OP 72
DO 10.2501/JAR-2018-041
VO 59
IS 1
A1 Song, Lianlian
A1 Zhou, Peng
A1 Tso, Geoffrey
A1 Lo, Hingpo
YR 2019
UL http://www.journalofadvertisingresearch.com/content/59/1/53.abstract
AB 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.