haku: @indexterm consumer behaviour / yhteensä: 2688
viite: 8 / 2688
| Tekijä: | Kent, R. Schweidel, D. A. |
| Otsikko: | Introducing the ad ECG: How the set-top box tracks the lifeline of television |
| Lehti: | Journal of Advertising Research
2011 : DEC, VOL. 51:4, p. 586-593 |
| Asiasana: | television advertising advertising research consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | 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