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| Author: | Danaher, P. |
| Title: | What happens to television ratings during commercial breaks? |
| Journal: | Journal of Advertising Research
1995 : JAN/FEB, VOL. 35:1, p. 37-48 |
| Index terms: | TELEVISION RECEIVERS INDUSTRY RATING SCALES ADVERTISING |
| Language: | eng |
| Abstract: | The author studies television audience levels during commercial breaks by recalibrating the people meter to produce second-by-second ratings. The audience levels show a surprising amount of change, not just during commercial breaks and between programs but also during programs. As expected, television ratings drop during commercial breaks, but only by 5 percent. This drop varies by program type and length, with movies being the biggest audience losers during advertising breaks while soaps barely change their ratings. |
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