PT  - JOURNAL ARTICLE
AU  - McDowell, Walter S.
AU  - Dick, Steven J.
TI  - Using TV Daypart ‘Double Jeopardy Effects’ to Boost Advertising Efficiency
AID  - 10.2501/JAR-41-6-43-51
DP  - 2001 Nov 01
TA  - Journal of Advertising Research
PG  - 43--51
VI  - 41
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/41/6/43.short
4100  - http://www.journalofadvertisingresearch.com/content/41/6/43.full
SO  - J Advert Res2001 Nov 01; 41
AB  - Several TV audience studies have revealed a ‘Double Jeopardy effect’ whereby highly rated programs generate not only more viewers but also disproportionately more loyal viewers than lower-rated programs. In these cases, loyalty was measured as weekly or daily repeat viewing of an individual program. This study expands on prior work by introducing a different operationalization of audience loyalty, namely audience turnover revealed within multi-hour dayparts. By concentrating on continuous audience retention, the researchers demonstrate how this approach could yield new media-buying strategies in terms of boosting frequency of exposure without sacrificing reach. Over 100 Nielsen diary-based sweep markets were analyzed to confirm that a double-jeopardy effect does in fact exist using this different methodology.