Back to the Future: A "new fashioned" coincidental
Mark Loughney,Barry Stoddard,Lisa Heimann and David C. TiceABC, GfK Media and Disney-ABC Television Group
Abstract
"Typical use" studies serve a purpose in sizing the market, and suggest new, alternative types of viewing behavior are of increasing importance . However, these studies are generally reported as cumulative data (use on a weekly or monthly basis); what happens when you look at a particular hour on a particular day?
To address this issue, the Disney-ABC Television Group (DATG) engaged GfK Media (formerly Knowledge Networks/KN) for...