TY - JOUR T1 - Using TV Daypart ‘Double Jeopardy Effects’ to Boost Advertising Efficiency JF - Journal of Advertising Research JO - J Advert Res SP - 43 LP - 51 DO - 10.2501/JAR-41-6-43-51 VL - 41 IS - 6 AU - Walter S. McDowell AU - Steven J. Dick Y1 - 2001/11/01 UR - http://www.journalofadvertisingresearch.com/content/41/6/43.abstract N2 - 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. In these cases, loyalty was measured as weekly or daily repeat viewing of an individual program. This study expands on prior work by introducing a different operationalization of audience loyalty, namely audience turnover revealed within multi-hour dayparts. By concentrating on continuous audience retention, the researchers demonstrate how this approach could yield new media-buying strategies in terms of boosting frequency of exposure without sacrificing reach. Over 100 Nielsen diary-based sweep markets were analyzed to confirm that a double-jeopardy effect does in fact exist using this different methodology. ER -