A Comparative Study of Television Duplication Models

The leading duplication models are empirically tested on network television viewership data. A model taking explicitly into account program type and daypart is found to be the best currently available model for estimating network television duplication.

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Bibliographic Details
Published in:Journal of advertising 1981-01, Vol.10 (3), p.42-46
Main Authors: Rust, Roland T., Klompmaker, Jay E., Headen, Robert S.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Binomial distribution
Business administration
Coefficients
Comparative studies
Constant coefficients
Duplication
Estimates
Frequency distribution
Marketing
Modeling
Nielsen ratings
Random variables
Schedules
Television advertising
Television networks
Television studies
Television viewing
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Description
Summary:The leading duplication models are empirically tested on network television viewership data. A model taking explicitly into account program type and daypart is found to be the best currently available model for estimating network television duplication.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1981.10672775