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,...