Who Decides What to Watch on TV at Home? Insights from People-Meter Data in Mexico: Measuring Co-Viewing and Preference Influences To Help Broadcasters Promote Programming
José-Domingo Mora
University of Massachusetts, Dartmouth
Robert Krider and Jason Ho
Simon Fraser University
Management slant
- Television programmers and advertisers can use people-meter data to identify the influences individuals have on one another's television viewing behavior.
- In Mexico, "co-viewing" of television is the largest source of mutual influence between husbands and wives.
- Future viewing of programs by Mexican husbands may result from the positive influence of their wives, once the effect of co-viewing...