The 38-Percent Solution: Empirical Generalizations for Repeat Viewing of Television Programs
Peter J. Danaher and Tracey S. Dagger
Monash University
Management slant
- After a time-slot change, television program repeat-viewing levels rapidly return to the same level as before the change.
- While programs lose some loyal viewers they also gain about the same number of new loyal viewers in their new time slot.
- Repeat-time viewing (time-slot loyalty) is 53%, which is constant across programming changes.
- The channel share for a program is the same before and after it is rescheduled, except for light entertainment shows, such as comedies, which...