The Duplication of Viewing Law and Television Media Schedule Evaluation

Patterns of television audience duplication (overlap of audiences between media vehicles) in the United States are found to be more complex than those in the United Kingdom. A new model of duplication is developed and shown to be better than previous estimates of the Viewing Law in describing televi...

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Bibliographic Details
Published in:Journal of marketing research 1979-08, Vol.16 (3), p.333-340
Main Authors: Headen, Robert S., Klompmaker, Jay E., Rust, Roland T.
Format: Article
Language:English
Subjects:
Advertising research
Audiences
Behavior
Comparative analysis
Duplication
Frequency distribution
Fringe
Marketing
Scheduling
Studies
Television
Television advertising
Television industry
Television networks
Television programs
Television studies
Television viewing
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Description
Summary:Patterns of television audience duplication (overlap of audiences between media vehicles) in the United States are found to be more complex than those in the United Kingdom. A new model of duplication is developed and shown to be better than previous estimates of the Viewing Law in describing television audience duplication in the U.S.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377901600305