Predictors of the gap between program and commercial audiences: An investigation using live tuning data

Journal of Marketing

Volumn 74, Issue 3, 2010, Pages 18-33

  Schweidel, David A ^a   Kent, Robert J ^b  

^a UNIVERSITY OF WISCONSIN MADISON   (United States)

^b UNIVERSITY OF DELAWARE   (United States)

Author keywords

Ad avoidance; Advertising; Marketing metrics; Media; Television

Indexed keywords

EID: 77952412725     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.74.3.18     Document Type: Article

References (51)

1. Abraham, Magid M. and Leonard M. Lodish (1990), "Getting the Most Out of Advertising and Promotion," Harvard Business Review, 68 (3), 50-60.
2. Arango, Tim (2008), "Cable Firms Join Forces to Attract Focused Ads," The New York Times, (accessed February 1, 2009), [available at http://www.nytimes.com/2008/03/10/business/media/ 10cable.html].
3. Atkinson, Claire (2007), "Soon, You Could Know How Many See Your Spots (Really!)," Advertising Age, (accessed March 20, 2007), [available at http://adage.com/abstract.php?article-id= 115633].
4. - (2008), "How Commercial Ratings Changed the $70B TV Market," Advertising Age Commercial-Ratings White Paper, (accessed October 30, 2008), [available at http://adage.com/ images/random/0908/Commercial- Ratings%20White% 20Paper.pdf].
5. Bass, Frank M., Norris Bruce, Sumit Manumdar, and B.P.S. Murthi (2007), "Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship," Marketing Science, 26 (2), 179-195
6. Birchall, Jonathan and Andrew Edgecliffe-Johnson (2009), "Procter & Gamble Says Advertisers Have Upper Hand," Financial Times, (May 1), 20.
7. Briggs, Rex and Greg Stuart (2006), What Sticks. Chicago: Kaplan Publishing.
8. Bronnenberg, Bart J., Jean-Pierre Dube, and Carl F. Mela (2009), "Do DVRs Influence Consumers' Brand Purchases?" Marketing Science Institute Special Report No. 09-208.
9. Bruce, Norris I. (2008), "Pooling and Dynamic Forgetting Effects in Multitheme Advertising: Tracking the Advertising Sales Relationship with Particle Filters," Marketing Science, 27 (4), 659-673
10. Danaher, Peter J. (1995), "What Happens to Television Ratings During Commercial Breaks?" Journal of Advertising Research, 35 (1), 37-47.
11. Ephron, Erwin (2001), "Media-Mix Needs to Think Local," MediaWeek, (accessed October 1, 2009), [available at http://www. mediaweek.com/mw/esearch/article-display.jspvnu-content- id=1143075].
12. - (2006), "Who Watches the Watchers?" MediaWeek, (accessed February 1, 2009), [available at http://www. mediaweek.com/mw/esearch/article- display.jsp?vnu-content- id=1003380936].
13. - (2007), "Blunt Pencil: The Minute That Took Nearly a Year," MediaWeek, (accessed February 1, 2009), [available at http://www.mediaweek.com/ mw/esearch/article-display.jsp? vnu-content-id=1003550027].
14. Fox, Edward J. and Stephen J. Hoch (2005), "Cherry-Picking," Journal of Marketing, 69 (January), 46-62.
15. Friedman, Wayne (2009), "Group M's Scanzoni Slams Nielsen Live-Plus," MediaPost, (accessed October 1, 2009), [available at http://www.mediapost.com/publications/?fa=Articles.show Article& art-aid=113370].
16. Gelman, Andrew and Donald B. Rubin (1992), "Inferences from Iterative Simulation Using Multiple Sequences," Statistical Science, 7 (4), 457-472
17. Gloede, Bill (2006), "Ticking Clock? Or Time Bomb?" MediaWeek, (July 24), 10.
18. Hampp, Andrew (2007), "Marketers Push for Brand-Specific Commercial Ratings," Advertising Age, (accessed March 13, 2007), [available at http://adage.com/abstract.php?article-id= 115535].
19. Kang, Stephanie (2009), "Nielsen Will Get Data from New Channel," The Wall Street Journal, (March 12), B4.
20. Karrh, James A., Kathy Brittain McKee, and Carol J. Pardun (2003), "Practitioners' Evolving Views on Product Placement Effectiveness," Journal of Advertising Research, 43 (2), 138-149
21. Kaul, Anil and Dick R. Wittink (1995), "Empirical Generalizations About die Impact of Advertising on Price Sensitivity and Price," Marketing Science, 14 (3), G151-60.
22. Krider, Robert E. and Charles B. Weinberg (1998), "Competitive Dynamics and the Introduction of New Products: The Motion Picture Timing Game," Journal of Marketing Research, 35 (February), 1-15.
23. Lehmann, Donald R. and Charles B. Weinberg (2000), "Sales Through Sequential Distribution Channels: An Application to Movies and Videos," Journal of Marketing, 64 (July), 18-33.
24. Li, Kenneth (2009), "Coalition Has Its Sights Set on Monitoring AU Viewing Habits," Financial Times, (September 11), 14.
25. McClellan, Steve (2008), "Nielsen Readies New Local Ratings," AdWeek, (accessed October 1, 2009), [available at http://www. adweek.com/aw/content-display/news/media/e3ib0d0b65921 d 8c6ff693b6f3b570643b].
26. Montgomery, Alan L., Shibo Li, Kannan Srinivasan, and John C. Liechty (2004), "Modeling Online Browsing and Path Analysis Using Clickstream Data," Marketing Science, 23 (4), 579-595
27. Naik, Prasad A. (1999), "Estimating the Half-Life of Advertisements," Marketing Letters, 10 (3), 351-362
28. -, Murali K. Mantrala, and Alan G. Sawyer (1998), "Planning Media Schedules in the Presence of Dynamic Advertising Quality," Marketing Science, 17 (3), 214-235
29. - and Kalyan Raman (2003), "Understanding the Impact of Synergy in Multimedia Communications," Journal of Marketing Research, 40 (November), 375-388
30. Neff, Jack (2009), "Future of Advertising? Print, TV, Online Ads," Advertising Age, (accessed June 19, 2009), [available at http://adage.com/abstract.php?article-id=136993].
31. Nielsen (2008), "A2/M2 Three Screen Report, 3rd Quarter 2008," (accessed October 1, 2009), [available at http://blog.nielsen. com/nielsenwire/wp-content/uploads/2008/11/nielsen-three- screen-report-3q08. pdf].
32. Poltrack, David F. (2006), "Why TV Needs Commercial Ratings-Now," Advertising Age, (accessed Novemeber 17, 2006), [available at http://adage.com/abstract.php?article-id=113089].
33. Popkowski-Leszczyc, Peter T.L. and Ram C. Rao (1990), "An Empirical Analysis of National and Local Advertising Effect on Price Elasticity," Marketing Letters, 1 (2), 149-160
34. Reuters (2009), "Media Industry Leaders to Launch the Coalition for Innovative Media Measurement," (accessed October 1, 2009), [available at http://www.reuters.com/article/pressRelease/ idUS123082+10-Sep-2009+PRN20090910] .
35. Rossi, Peter E. and Greg M. Allenby (2003), "Bayesian Statistics in Marketing," Marketing Science, 22 (3), 304-328.
36. Rust, Roland T. and Mark I. Alpert (1984), "An Audience Flow Model of Television Viewing Choice," Marketing Science, 3 (2), 113-124
37. - , Wagner A. Kamakura, and Mark I. Alpert (1992), "Viewer Preference Segmentation and Viewing Choice Models for Network Television," Journal of Advertising, 21 (1), 1-17.
38. Schneider, Michael (2009), "Fox Wants Answers from Nielsen," Variety, (accessed October 1, 2009), [available at http://www. variety.com/article/VR1118003924.html?categoryId= 1275& CS=1].
39. Schweidel, David A., Eric T. Bradlow, and Patti Williams (2006), "A Feature-Based Approach to Assessing Advertisement Similarity," Journal of Marketing Research, 43 (May), 237-243 (Pubitemid 43813055)
40. Shachar, Ron and John W. Emerson (2000), "Cast Demographics, Unobserved Segments, and Heterogeneous Switching Costs in a Television Viewing Choice Model," Journal of Marketing Research, 37 (May), 173-186
41. Siddarth, S. and Amitava Chattopadhyay (1998), "To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials," Marketing Science, 17 (2), 124-138 (Pubitemid 128136932)
42. Spiegelhalter, D.J., N.G. Best, B.P. Carlin, and A. Van der Linde (2002), "Bayesian Measures of Model Complexity and Fit (with Discussion)," Journal of the Royal Statistics Society, Series B, 64 (4), 583-640.
43. Steinberg, Brian (2005), "Building a Metric to Determine Viewer Attention to Ad Spots," The Wall Street Journal, (August 10), B3.
44. - (2009), "There's Real Business in FUNNY Business as Nets Pile on Sitcoms," Advertising Age, (accessed October 1, 2009), [available at http://adage.com/abstract.php?article-id= 138600].
45. - and Brooks Barnes (2006), "Nielsen Plans to Track Viewership of TV Commercials for First Time," The Wall Street Journal, (July 10), A1.
46. - and Andrew Hampp (2007), "Commercial Ratings? Nets Talk TiVo Instead," Advertising Age, (accessed June 5, 2007), [available at http://adage.com/abstract.php?article-id=117076].
47. - and Kimberly D. Williams (2007), "What Fall TV Spots Cost," Advertising Age, (accessed October 4, 2007), [available at http://adage.com/ images/random/0907/2007-Ad-Age-TV- Price-Survey.pdf].
48. Van Meurs, Lex (1998), "Zapp! A Study on Switching Behavior During Commercial Breaks," Journal of Advertising Research, 38 (1), 43-53.
49. Wilbur, Kenneth C. (2008a), "How the Digital Video Recorder Changes Traditional Television Advertising," Journal of Advertising, 37 (1), 143-149
50. - (2008b), "A Two-Sided, Empirical Model of Television Advertising and Viewing Markets," Marketing Science, 27 (3), 356-378
51. -, Michelle Sovinsky Goeree, and Geert Ridder (2009), "Effects of Advertising and Product Placement on Television Audiences," University of Southern California Marshall School of Business Working Paper No. MKT 09-09, (accessed June 19,2009), [available at http://papers.ssrn.com/so13/papers.cfm? abstract-id=1151507].