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Activity Number:
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190
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Type:
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Invited
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Date/Time:
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Monday, August 3, 2009 : 2:00 PM to 3:50 PM
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Sponsor:
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Section on Statistics and Marketing
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| Abstract - #302845 |
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Title:
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Reexamining Television Tuning Behavior
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Author(s):
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David A. Schweidel*+
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Companies:
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University of Wisconsin-Madison
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Address:
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975 University Ave, School of Business, Madison, WI, 53706,
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Keywords:
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Bayesian statistics ; media ; measurement ; integrated model
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Abstract:
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In this research, we employ granular second-by-second tuning information from digital set-top boxes to study tuning behavior during commercial breaks. In addition to exploring patterns that exist across programming genres and the position of commercial breaks during a program, we examine the impact of the Writer's Guild of America strike on tuning behavior, both during and after the strike. The proposed modeling approach is compared to traditional methods of audience measurement, including program and commercial average ratings. We find evidence to suggest that the difference between the program's average audience level and that of the commercial break varies across types of programs, as well as across commercial breaks within the same program. We present a series of stylized examples to illustrate the potential cost of ignoring these differences.
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- The address information is for the authors that have a + after their name.
- Authors who are presenting talks have a * after their name.
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