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,...

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