Rust, Roland T.; Alpert, Mark I.
March 1984
Marketing Science;Spring84, Vol. 3 Issue 2, p126
Academic Journal
The author appreciate the interest shown in their work by Lewis Pringle, as well as the useful perspective provided from his role of advertising executive. They find his comments to be supportive as well as constructive, and they hope that the ensuing dialogue will not only interest readers but also stimulate further research cooperation among academics and industry people. A model which dealt with both steps simultaneously would be more complicated, and it is unclear whether the increase in explanation would justify the additional complexity. Such an extension could be explored in future research. Luce formulation. For individual predictions this would entail no loss in predictive ability, but when predicting audience aggregation the predictions would be dramatically different. For example, for a particular segment by prior program combination the existing formulation would apportion the audience across all the viewing options according to the Luce Axiom. More noteworthy from his comment is the relative domination of program type coefficients by those for flow states.


Related Articles

  • Falling household sizes bode well for Chinese TV ratings.  // Media: Asia's Media & Marketing Newspaper;11/19/2009, p11 

    The article presents a study which shows that those family with a household size of one in China tend to spend more time to watch television (TV) than people living in big families.

  • TV audience research gets a makeover.  // Finweek;5/2/2013, p55 

    The article reports that the television (TV) audience research needs to be changed after the auditing audience surveys company CESP conducted an audit on the Television Audience Measurement Survey (TAMS), the research product which advertisers based their TV advertising decisions in South Africa.

  • Women Rock Prime Time. Crupi, Anthony // Adweek;10/3/2011, Vol. 52 Issue 34, p15 

    The article considers a trend in television program ratings in September, 2011 in which 15 of the 19 programs which had their debuts in that month attracted significantly more women television viewers than men.

  • How do people watch TV? Weiss, Tom // IBE: International Broadcast Engineer;Nov/Dec2010, p22 

    The article offers information on the results of a research into consumer decision-making unveiled at the IBC. It discusses how an effective content discovery platform for television could be beneficial to each member of the value chain, from content owner, through operator to consumer. Included...

  • Asia-Pacific to lead multiscreen viewing by 2020 - study.  // China Telecom;Oct2014, Vol. 21 Issue 10, p13 

    The article focuses on a study conducted by firm Digital TV Research, which states that there will be an increase in the number of viewers using multiple screens to watch television and video content by 2020.

  • CNN Touting Greater Out-of-Home Viewers. Lafayette, Jon // Television Week;3/22/2004, Vol. 23 Issue 12, p3 

    Focuses on a survey reported by CNN which shows that Fox News Channel has far more viewers out of home. Importance of the survey to CNN; Comments from CNN on Fox News; Number of viewers of CNN per month according to a study conducted in December 2003 to January 2004.

  • Multicultural Viewers Are Multiplatform, Too. UMSTEAD, R. THOMAS // Multichannel News;3/29/2010, Vol. 31 Issue 13, p24 

    The article reports on the Horowitz Associates' annual State of Cable and Digital Media: Urban Markets study regarding the media habits of multicultural audiences which shows that only 13% of the general population watches television shows or other online video.

  • Japan auds are tuning out. Schilling, Mark // Variety;8/29/2011, Vol. 424 Issue 3, p20 

    The article discusses a trend in Japan in which ratings for television programs have declined and in which viewers are watching less television in general, focusing on its impact on television broadcasting finance.

  • Mass-audience TV retains more viewers, research claims.  // Marketing Week;5/14/1998, Vol. 21 Issue 11, p12 

    Focuses on the findings of a study by sales house TSMS, which suggests that television viewers in the United Kingdom are more likely to pay close attention to programs on mass-audience channels than on small rating channels. Identification of two mass-audience channels; What are the top...


Read the Article


Sign out of this library

Other Topics