Converting people-meter data from per-minute to per-second analysis: A statistical model offers a closer look at TV ad avoidance and effectiveness
Lianlian Song, Peng Zhou, Geoffrey Tso, and Hingpo Lo
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.
- 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...