search query: @indexterm CONSUMER BEHAVIOUR / total: 2688
reference: 8 / 2688
| Author: | Kent, R. Schweidel, D. A. |
| Title: | Introducing the ad ECG: How the set-top box tracks the lifeline of television |
| Journal: | Journal of Advertising Research
2011 : DEC, VOL. 51:4, p. 586-593 |
| Index terms: | television advertising advertising research consumer behaviour |
| Language: | eng |
| Abstract: | This article examines how television audiences decline and rebuild during commercial time. The study uses granular data from a large system of set-top boxes. The results reveal that greater set delivery declines from programs to commercial units than has been anticipated. In addition, variation in set delivery was seen within particular shows. [Usually, 'ECG' stands for electrocardiography] |
SCIMA