Behavioral measures of television audience appreciation

Peter J. Danaher, Jennifer M. Lawrie

Research output: Contribution to journalArticleResearchpeer-review

13 Citations (Scopus)


We explore the possibility of using minute-by-minute people-meter data to develop behavioral measures of program appreciation. Specifically, we look at the number of minutes viewed out of the potential number of minutes a program airs. A second measure looks at the proportion of viewers that watch at least 80 percent of a show. Any advertiser, broadcaster, or ratings supplier with access to minute-by-minute people-meter ratings can easily perform the calculations we propose, so a separate survey of program appreciation is not needed. Furthermore, no additional respondent burden is demanded of people-meter panelists, so the measure is completely unobtrusive. Lastly, it does not rely on respondent recall, as most of the current diary-based methods do.

Original languageEnglish
Pages (from-to)54-65
Number of pages12
JournalJournal of Advertising Research
Issue number1
Publication statusPublished - 1 Jan 1998
Externally publishedYes

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