Click on the PDF link for the complete article.
ABSTRACT
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.
- © Copyright 2011 The ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.