The 38-Percent Solution: Empirical Generalizations for Repeat Viewing of Television Programs

Repeat viewing is commonly used as an indication of program loyalty. The authors extended the pioneering work by Ehrenberg, Barwise, and Goodhardt by examining a unique dataset of prime time television shows that change time in midseason.

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...

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