Progress towards media mix accountability – Portable PeopleMeters' (PPM™) preview of commercial audience results
Roberta M. McConochiePortable People Meter Client Relations, Arbitron Inc., United States
Leslie WoodLeslie Wood Research, United...
Progress towards media mix accountability - Portable People Meters’ preview of commercial audience results
PPM commercial audience estimates offer insight about consumers’ avoidance of tv commercials. Total commercial avoidance, an average 7%, is composed of nearly six- tenths channel switching and four-tenths due to other “interruptions.” Program content appears to be the strongest predictor of avoidance.
