Behavioral Measures of Television Audience Appreciation

Peter J Danaher and Jennifer M Lawrie

The authors propose two new behavioral measures of program appreciation, based on a viewer's commitment to the show.

Behavioral Measures of Television Audience Appreciation

Peter J Danaher and Jennifer M Lawrie

With ever increasing pressure to contain advertising budgets, advertisers are keen to find ways to improve the efficiency of their media planning (Danaher and Rust, 1994; White and Miles, 1996). Lloyd and Clancy (1991) focused on selecting television programs that are more likely to involve a viewer. The idea is that if two programs have the same rating among the target group but one program has higher involvement among its viewers then viewers of this program are more likely to recall the embedded ads and...

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