The percentage of the audience of any TV program who watch another program on another day of the same week is approximately equal to the rating of the second program times a constant. For programs on different channels, the constant is one.
Get full access to this article
View all access options for this article.
References
1.
LeoArons and MayMark A., Television and Human Behavior, New York: Appleton-Century-Crofts, Inc., 1963.
2.
EhrenbergA. S. C., “A Comparison of TV Audience Measures,” Journal of Advertising Research, 4 (December 1964), 11–6.
3.
EhrenbergA. S. C., “Laws in Marketing,” Applied Statistics, 15 (November 1966), 256–67.
4.
EhrenbergA. S. C., “Media Men Don't Want to Know,” Journal of the Market Research Society, 10, 1 (January 1968), 15–21.
5.
EhrenbergA. S. C., “The Factor Analytic Search for Program Types: A Comparative Evaluation,” Journal of Advertising Research, 8 (March 1968), 55–63.
6.
EhrenbergA. S. C. and GoodhardtGerald J., “Practical Applications of the Duplication of Viewing Law,” Journal of the Market Research Society, 11 (January 1969), 6–24.
7.
EhrenbergA. S. C. and TwymanW. Anthony, “On Measuring Television Audiences,” Journal of the Royal Statistical Society, Series A, 130 (1967), 1–59.
8.
EhrenbergA. S. C., GoodhardtGerald J., and HaldaneIan R., “The News in May,” Paper read at the AAPOR/WAPOR Conference, Santa Barbara, Calif.: May 1968.
9.
RonaldE. Frank and GreenPaul E., “Numerical Taxonomy in Market Analysis: A Review Article,” Journal of Marketing Research, 5 (February 1968), 83–94.
10.
GoodhardtGerald J., “The Constant in Duplicated Television Viewing,” Nature, 212 (December 31, 1966), 1616.
11.
KellerP., “Patterns of Media-Audience Accumulation,” Journal of Marketing, 30 (April 1966), 32–7.
12.
KirschA. D. and BanksSeymour, “Program Types Defined by Factor Analysis,” Journal of Advertising Research, 2 (September 1962), 29–32.
13.
KlapperJ., The Effects of Mass Communication, Glencoe, Ill.: The Free Press, 1961.
14.
McPheeW. N., Formal Theories of Mass Behavior, Glencoe, Ill.: The Free Press, 1963.
15.
ShuchmanAbe, “Are there Laws of Consumer Behavior?” Journal of Advertising Research, 8 (March 1968), 19–28.
16.
SwansonCharles E., “The Frequency Structure of Television and Magazines,” Journal of Advertising Research, 7 (June 1967), 8–14.
17.
Television Research Committee, Problems of Television Research, Leicester, Eng.: Leicester University Press, 1966.
18.
WedellE. G., Broadcasting and Public Policy, London: Michael Joseph, 1968.
