An analysis of prediction error for new primetime television programmes
A comparative study between the USA and Korea
Chan Yun YooThe University of Texas at Austin
HyoGyoo KimThe University of Texas at Austin
Introduction
Within the context of advertising strategy, the selection of a television programme for advertising involves selecting a forecasted audience (Gensch & Ranganathan 1974; Napoli 2001). In other words, advertisers purchase advertising time on the supposition that a segmented audience, in terms of size and type, will watch the advertisement. Therefore, it is crucial for advertisers to know whether television programmes, especially new ones, will...