Abstract
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 language | English |
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Pages (from-to) | 54-65 |
Number of pages | 12 |
Journal | Journal of Advertising Research |
Volume | 38 |
Issue number | 1 |
Publication status | Published - 1 Jan 1998 |
Externally published | Yes |