RT Journal Article
SR Electronic
T1 The 38-Percent Solution
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 225
OP 233
DO 10.2501/JAR-52-2-225-233
VO 52
IS 2
A1 Peter J. Danaher
A1 Tracey S. Dagger
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/2/225.abstract
AB Repeat viewing is commonly used as an indication of program loyalty. The authors extended the pioneering work by Ehrenberg, Barwise, and Goodhardt by examining a unique dataset of prime time television shows that change time in midseason. These data help to unravel the difference between loyalty to programs and loyalty to particular time periods. For example, across 42 different datasets of programs that changed time, the authors calculated repeat viewing levels for the four weeks before and after the change. A resulting empirical generalization was that repeat viewing is 38 percent—both before and after the time change. This generalization is true across all program types, and even when a program changes day. In addition, a surprising finding is that many programs retain their share of audience when moved to a new time slot.