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| Author: | Sims, J. |
| Title: | VCR viewing patterns: an electronic and passive investigation. |
| Journal: | Journal of Advertising Research
1989 : APR-MAY, VOL. 29:2, p. 11-17 |
| Index terms: | COMMUNICATION VIDEO CASSETTES INDUSTRY MEDIA RESEARCH |
| Language: | eng |
| Abstract: | To gain continuous VCR tracking data based on discrete demographic groupings, the AGB PeopleMeter system was installed in each panel home. The tuning status of the TV set and VCR was recorded passively by electronic means. The playback of home-recorded tapes was distinguished from the playing of prerecorded ones. As VCR penetration continues to grow, advertisers may increasingly turn to prerecorded tapes to advertise their brands. Broadcasters' shares of audience viewing levels may decrease. |
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