Double jeopardy is a phenomenon in which a brand with a low market share not only has fewer customers, but these customers are not very brand loyal. This note reports the results of a study designed to investigate the occurrence of this double jeopardy phenomenon in television program choice. Survey data show that double jeopardy is especially prevalent in television programs that directly compete with each other Double jeopardy in television program choice may be the consequence of asymmetry in awareness of television programs.
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