TY - JOUR T1 - Converting People-Meter Data From Per-Minute to Per-Second Analysis JF - Journal of Advertising Research JO - J Advert Res SP - 53 LP - 72 DO - 10.2501/JAR-2018-041 VL - 59 IS - 1 AU - Lianlian Song AU - Peng Zhou AU - Geoffrey Tso AU - Hingpo Lo Y1 - 2019/03/01 UR - http://www.journalofadvertisingresearch.com/content/59/1/53.abstract N2 - 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. ER -