Measuring Advertising Quality on Television: Deriving Meaningful Metrics from Audience Retention Data

Dan Zigmond, Sundar Dorai-Raj, Yannet Interian and Igor Naverniouk

This article introduces a measure of television ad quality based on audience retention using logistic regression techniques to normalize such scores against expected audience behavior.

Measuring Advertising Quality on Television: Deriving Meaningful Metrics from Audience Retention Data

Dan Zigmond, Sundar Dorai-Raj, Yannet Interian and Igor Naverniouk

Google, Inc.

INTRODUCTION

In recent years, there has been an explosion of interest in collecting and analyzing television set-top box (STB) data (also called “return-path” data) (Bachman, 2009). As U.S. television moves from analog to digital signals, digital STBs increasingly are common in American homes. Where these are attached to some sort of return path (as is the case in many homes subscribing to cable or satellite TV services), these data can be aggregated...

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