Brands seeking to understand the audience for their television spots need to consider the impact of the “commercial-zapping effect” among viewers, a study published in the Journal of Advertising Research (JAR) has argued.
Lianlian Song, Peng Zhou, Geoffrey Tso, and Hingpo Lo, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 53-72
Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive.
Edward Malthouse, Judy Franks and Ewa Maslowska, ESOMAR, Big Data World, November 2017
Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.
Peter J. Danaher and Tracey S. Dagger, Journal of Advertising Research, Vol. 52, No. 2, 2012, pp. 225-233
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.
Giorgio Licastro, ESOMAR, Worldwide Media Measurement, Stockholm, May 2009
This paper discusses recent developments in the Eurisko Media Monitor single-source survey. It describes the research programme and the innovations to the third edition, including the Dialogatore - a new all-in-one tool that includes a touchscreen computer, a barcode scanner, a voice recorder, two cameras and a soundmatching meter.
Richard Windle, International Journal of Market Research, Vol. 51, No. 2, 2009, pp. 271-273
This paper summarises the presentation by Richard Windle on "Media research: can technology replace interviews?" given at the IJMR Research Methods Forum: ‘Methods Matter: Interviewing and Beyond’, 25 November 2008, Royal Society, London.
Pat Pellegrini, Admap, September 2008, Issue 497, pp. 56-59
This article discusses the use of Radio Frequency Identification (RFID) in media audience research, including experiments which combine RFID with the Arbitron Portable People Meter (PPM) over five years.
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
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