Who Decides What to Watch on TV at Home? Insights from People-Meter Data in Mexico: Measuring Co-Viewing and Preference Influences To Help Broadcasters Promote Programming

How do household members influence one another’s television-viewing behaviors, and how can these behaviors affect new programming? The current study offers a method to separate two different sources of interpersonal influence among television viewers in the same household: what the authors call “social co-viewing” and the intrinsic preferences of another viewer independent of co-viewing.

Who Decides What to Watch on TV at Home? Insights from People-Meter Data in Mexico: Measuring Co-Viewing and Preference Influences To Help Broadcasters Promote Programming

José-Domingo Mora

University of Massachusetts, Dartmouth

Robert Krider and Jason Ho

Simon Fraser University

Management slant

  • Television programmers and advertisers can use people-meter data to identify the influences individuals have on one another's television viewing behavior.
  • In Mexico, "co-viewing" of television is the largest source of mutual influence between husbands and wives.
  • Future viewing of programs by Mexican husbands may result from the positive influence of their wives, once the effect of co-viewing...

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