The missing link - using net fraction as a proxy for attention

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, two opposing trends in television airtime sales have become apparent. On the one hand TV stations increasingly offer fixed cost/GRP packages. These packages offer advertisers the certainty of getting the desired amount of GRPs at relatively low cost. The allocation of airtime is determined by the station itself. Advertisers and their media agencies have little influence on the...

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