The Duplication of Viewing Law and Television Media Schedule Evaluation
Open Access
- 1 August 1979
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 16 (3) , 333-340
- https://doi.org/10.1177/002224377901600305
Abstract
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.Keywords
This publication has 6 references indexed in Scilit:
- Predicting Audience Exposure to Spot TV Advertising SchedulesJournal of Marketing Research, 1977
- Significance Tests and Tests of Models in Multiple RegressionThe American Statistician, 1972
- Duplication of Television Viewing between and within ChannelsJournal of Marketing Research, 1969
- A Media Planning CalculusOperations Research, 1969
- Constant in Duplicated Television ViewingNature, 1966
- Laws in Marketing: A Tail-PieceJournal of the Royal Statistical Society Series C: Applied Statistics, 1966