UsingTV Daypart 'Double-Jeopardy Effects' to Boost Advertising Efficiency

Steven J. Dick and Walter S. McDowell

Several TV audience studies have revealed a 'Double Jeopardy effect' whereby highly rated programs generate not only more viewers but also disproportionately more loyal viewers than lower-rated programs.

Using TV Daypart 'Double Jeopardy Effects' to Boost Advertising Efficiency

Walter S. McDowellUniversity of Miami andSteven J. DickSouthern Illinois University

It is no secret among marketing professionals in the consumer goods industry that, in addition to winning the hearts and minds of new customers, the nurturing of repeat customers is vital for long-term success. A brand's market share is driven by two consumer behavior components:

  • the number of individuals who buy a particular brand  and,
  • the frequency of repeat...

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