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...
