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...

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