RT Journal Article
SR Electronic
T1 Using TV Daypart ‘Double Jeopardy Effects’ to Boost Advertising Efficiency
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 43
OP 51
DO 10.2501/JAR-41-6-43-51
VO 41
IS 6
A1 Walter S. McDowell
A1 Steven J. Dick
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/6/43.abstract
AB 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.