PT  - JOURNAL ARTICLE
AU  - Lianlian Song
AU  - Peng Zhou
AU  - Geoffrey Tso
AU  - Hingpo Lo
TI  - Converting People-Meter Data From Per-Minute to Per-Second Analysis
AID  - 10.2501/JAR-2018-041
DP  - 2019 Mar 01
TA  - Journal of Advertising Research
PG  - 53--72
VI  - 59
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/59/1/53.short
4100  - http://www.journalofadvertisingresearch.com/content/59/1/53.full
SO  - J Advert Res2019 Mar 01; 59
AB  - Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive. Under the condition of no additional cost or effort investment, the authors developed a methodology for converting minute-by-minute people-meter data into second-by-second audience ratings. This methodology is based on the successful modeling of television viewers' tuning-in behavior by a uniform distribution and tuning-out behavior during commercials by a beta distribution. The methodology could be applied to measure advertising effectiveness, assess advertising strategies, and aid in future media purchasing and pricing.