PT  - JOURNAL ARTICLE
AU  - José-Domingo Mora
AU  - Robert Krider
AU  - Jason Ho
TI  - Who Decides What to Watch on TV at Home? Insights from People-Meter Data in Mexico
AID  - 10.2501/JAR-55-1-022-036
DP  - 2015 Mar 01
TA  - Journal of Advertising Research
PG  - 22--36
VI  - 55
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/55/1/22.short
4100  - http://www.journalofadvertisingresearch.com/content/55/1/22.full
SO  - J Advert Res2015 Mar 01; 55
AB  - How do household members influence one another's television-viewing behaviors, and how can these behaviors affect new programming? The current study offers a method to separate two different sources of interpersonal influence among television viewers in the same household: what the authors call “social co-viewing” and the intrinsic preferences of another viewer independent of co-viewing. Applying the method to people-meter data from Mexico, the researchers found that, ultimately, wives were more influential than husbands in building audiences. The authors believe their method can be applied to any people-meter data, providing insight for programmers promoting new shows and for advertisers choosing programs to sponsor in the upfront market.