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Converting People-Meter Data From Per-Minute to Per-Second Analysis

A Statistical Model Offers a Closer Look At TV Ad Avoidance and Effectiveness

Lianlian Song, Peng Zhou, Geoffrey Tso, Hingpo Lo
DOI: 10.2501/JAR-2018-041 Published 1 March 2019
Lianlian Song
Nanjing University of Aeronautics and Astronautics,
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  • For correspondence: songll@nuaa.edu.cn
Peng Zhou
Nanjing University of Aeronautics and Astronautics,
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  • For correspondence: rocy_zhou@hotmail.com
Geoffrey Tso
City University of Hong Kong,
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  • For correspondence: msgtso@cityu.edu.hk
Hingpo Lo
University of Hong Kong,
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  • For correspondence: mshplo@hku.hk
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ABSTRACT

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.

  • Received March 26, 2017.
  • Received (in revised form) December 7, 2017.
  • Accepted January 17, 2018.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 1

Journal of Advertising Research: 59 (1)
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Converting People-Meter Data From Per-Minute to Per-Second Analysis
Lianlian Song, Peng Zhou, Geoffrey Tso, Hingpo Lo
Journal of Advertising Research Mar 2019, 59 (1) 53-72; DOI: 10.2501/JAR-2018-041

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Converting People-Meter Data From Per-Minute to Per-Second Analysis
Lianlian Song, Peng Zhou, Geoffrey Tso, Hingpo Lo
Journal of Advertising Research Mar 2019, 59 (1) 53-72; DOI: 10.2501/JAR-2018-041
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • HYPOTHESIS DEVELOPMENT
    • PEOPLE-METER DATA ANALYSIS
    • METHODOLOGY
    • MODEL DEVELOPMENT
    • EMPIRICAL VALIDATION
    • DISCUSSION
    • ABOUT THE AUTHORS
    • ACKNOWLEDGMENTS
    • APPENDIX A Formulae Derivation in Model Development
    • Appendix B Viewing Pattern of Tuning Out
    • Appendix C
    • Appendix D Comparison of Estimates of Reach
    • REFERENCES
  • Figures & Data
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Topics

  • Television
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More in this TOC Section

  • Advertisements in DVR Time
  • Allocating Spending On Digital-Video Advertising
Show more What We Know About TV in the Digital Age

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