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-seco

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