search query: @indexterm Media research / total: 210
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| Author: | Rakshit, P. |
| Title: | Measurement of audience for TV commercials in India |
| Journal: | Journal of the Market Research Society
1990 : APR, VOL. 32:2, p. 197-206 |
| Index terms: | TELEVISION ADVERTISING MEDIA RESEARCH INDIA |
| Language: | eng |
| Abstract: | In the Indian TV all commercials are clubbed together at the beginning of the program. Program ratings do not reflect the commercial audience, as most views know the time, when the main program starts. The possibility of arriving at stable ratios between commercial audience and the program is examined. Near-coincidental, pure coincidental and a new-coincidental check was made. Key findings are: there is considerable difference between program audience and commercial audience; average ad viewership is about half of the program viewership; incremental viewership between the first and last ad of the capsule is about 25 p.c. Some factors to be taken into account are valid for other countries as well as India. |
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