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| Tekijä: | McDowell, W. S. Dick, S. J. |
| Otsikko: | Using TV Daypart "Double Jeopardy Effects" to Boost Advertising Efficiency |
| Lehti: | Journal of Advertising Research
2001 : NOV-DEC, VOL. 41:6, p. 43-52 |
| Asiasana: | ADVERTISING EFFECTIVENESS ADVERTISING TELEVISION ADVERTISING |
| Kieli: | eng |
| Tiivistelmä: | Several TV audience studies have revealed a 'Double Jeopardy effect" whereby highly rated programs generate not only more viewers but also disproportionately more loyal viewers than lower rated programs. This study expands on prior work by introducing a different operationalization of audience loyalty, namely audience turnover revealed within multi- hour dayparts. By concentrating on continuous audience retention, the researchers demonstrate how this approach could yield new media buying strategies in terms of boosting frequency of exposure without sacrificing reach. Over 100 Nielsen diary based sweep markets were analyzed to confirm that a doublejeopardy effect does in fact exist using this different methodology. |
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