Converting people-meter data from per-minute to per-second analysis: A statistical model offers a closer look at TV ad avoidance and effectiveness

Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive.

MANAGEMENT SLANT

  • Program-audience may not serve as an adequate indicator of commercial viewership.
  • Measurement of advertising effectiveness will be more accurate if researchers are able to collect second-by-second data.
  • Simulations of second-by-second audience numbers can be helpful in measuring advertising audience, assessing advertising strategies, and aiding in future media purchasing and pricing.
  • Together with the prediction of audience program ratings, the proposed method can predict advertisement audience ratings when advertisers have chosen the time period and program type to broadcast their ads.

INTRODUCTION

Television remains the dominant advertising medium, despite the considerable...

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