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.
|Number of pages
|Journal of Advertising Research
|Published - 1 Jan 1998