The missing link - using net fraction as a proxy for attention
Nicole Engels, John Faasse, Lex van Meurs and Marjolein Moorman
In January 2005 the Dutch Advertisers Association (BVA) presented the results of an observational study on viewing behaviour during commercial breaks.
The missing link – using net fraction as a proxy for attention
Nicole EngelsSter, Netherlands
John Faasse and Marjolein MoormanKobalt BV Media Services, Netherlands
Lex van MeursIntomart GfK bv, Netherlands
RELEVANCE
In recent years in the Netherlands,...