PT  - JOURNAL ARTICLE
AU  - Robert J. Kent
AU  - David A. Schweidel
TI  - Introducing the Ad ECG
AID  - 10.2501/JAR-51-4-586-593
DP  - 2011 Dec 01
TA  - Journal of Advertising Research
PG  - 586--593
VI  - 51
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/51/4/586.short
4100  - http://www.journalofadvertisingresearch.com/content/51/4/586.full
SO  - J Advert Res2011 Dec 01; 51
AB  - Great sums of marketing dollars are spent on television advertising time in the absence of precise audience-size information for individual advertising units. This paper uses granular data from a large system of set-top boxes to observe how television audiences decline and rebuild during expensive commercial time. the data reveal greater set delivery declines from programs to commercial units than has often been anticipated. Moreover, variation in set delivery was seen within particular shows. the results suggest that advertisers should use detailed commercial audience information to choose shows and negotiate media prices.