Using Viewer Attitudes to Evaluate TV Program Effectiveness

Henry Assael and David F Poltrack

Measures of TV program effectiveness rely on exposure broken out by demographic categories as the standard for purchasing commercial time.

Using Viewer Attitudes to Evaluate TV Program Effectiveness

Henry AssaelNew York UniversityDavid F. PoltrackCBS

BACKGROUND AND PURPOSE

Measures of TV program effectiveness have traditionally relied on exposure. Nielsen's Television Index (NTI) is the standard, primarily because Nielsen is the only source of television ratings based on a national sample. NTI measures exposure at the individual level through People Meters designed to identify the individual watching. It develops an index of exposure based on total program minutes watched by an individual divided by total minutes aired. Program exposure indexes are then compiled...

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