Introducing the Ad ECG

Great sums of marketing dollars are spent on television advertising time in the absence of precise audience-size information for individual advertising units. This paper uses granular data from a large system of set-top boxes to observe how television audiences decline and rebuild during expensive commercial time. The data reveal greater set delivery declines from programs to commercial units than has often been anticipated. Moreover, variation inset delivery was seen within particular shows. The results suggest that advertisers should use detailed commercial audience information to choose shows and negotiate media prices

Journal of Advertising Research
Kent, Robert J.; Schweidel, David A.
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