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Who Decides What to Watch on TV at Home? Insights from People-Meter Data in Mexico

Measuring Co-Viewing and Preference Influences To Help Broadcasters Promote Programming

José-Domingo Mora, Robert Krider, Jason Ho
DOI: 10.2501/JAR-55-1-022-036 Published 1 March 2015
José-Domingo Mora
University of Massachusetts, Dartmouth,
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  • For correspondence: jmora@umassd.edu
Robert Krider
Simon Fraser University,
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  • For correspondence: rkrider@sfu.ca
Jason Ho
Simon Fraser University,
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  • For correspondence: jason_ho_3@sfu.ca
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ABSTRACT

How do household members influence one another's television-viewing behaviors, and how can these behaviors affect new programming? The current study offers a method to separate two different sources of interpersonal influence among television viewers in the same household: what the authors call “social co-viewing” and the intrinsic preferences of another viewer independent of co-viewing. Applying the method to people-meter data from Mexico, the researchers found that, ultimately, wives were more influential than husbands in building audiences. The authors believe their method can be applied to any people-meter data, providing insight for programmers promoting new shows and for advertisers choosing programs to sponsor in the upfront market.

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Vol 55 Issue 1

Journal of Advertising Research: 55 (1)
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Who Decides What to Watch on TV at Home? Insights from People-Meter Data in Mexico
José-Domingo Mora, Robert Krider, Jason Ho
Journal of Advertising Research Mar 2015, 55 (1) 22-36; DOI: 10.2501/JAR-55-1-022-036

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Who Decides What to Watch on TV at Home? Insights from People-Meter Data in Mexico
José-Domingo Mora, Robert Krider, Jason Ho
Journal of Advertising Research Mar 2015, 55 (1) 22-36; DOI: 10.2501/JAR-55-1-022-036
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