Modelling Television viewing patterns

Manouchehr Tavakoli, M Cave

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)

Abstract

The authors set out and estimate a dynamic logit model of viewing behaviour, which relates a channel's share ratings and audience composition to the programme types that it and competing channels are offering. Using the model on U.K. data, they evaluate the likely effects of changes in the programme types offered by current channels on the socioeconomic composition of channel audiences. They also show the impact of a new channel on audience composition, and how the model can be used in strategic programme scheduling.

Original languageEnglish
Pages (from-to)71-86
Number of pages16
JournalJournal of Advertising
Volume25
Issue number4
Publication statusPublished - 1996

Keywords

  • CONSUMER PURCHASE DYNAMICS
  • NETWORK TELEVISION
  • LOGIT-MODELS
  • HETEROGENEITY
  • CHOICE
  • BEHAVIOR
  • PREFERENCES
  • DECISIONS
  • EXPOSURE
  • PROGRAMS

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