Viewer Preference Segmentation and Viewing Choice Models for Network Television

19 Pages Posted: 26 Apr 2014

See all articles by Roland T. Rust

Roland T. Rust

University of Maryland - Robert H. Smith School of Business

Wagner A. Kamakura

Rice University

Mark Alpert

University of Texas at Austin - Red McCombs School of Business

Date Written: 1992

Abstract

Individual viewing decisions have a direct impact on the media planning of television advertisers and, consequently, on the revenues of the major television networks. This paper represents an attempt to better understand these decisions. We use Nielsen people meter data to build a perceptual space for programs. That space is then used to develop models explaining viewers' decision to watch television and their choice of programming. The program-choice model is a cluster-wise logit model which searches for segments with similar viewing preferences. A segment-level logit model is then used to model the on-off decision. These models can be used by advertisers and advertising agencies to understand the viewing audience better, and thus to help guide their advertising media placement decisions. The models can also help television networks design programs and program schedules that are more attractive to viewers (and thus advertisers).

Suggested Citation

Rust, Roland T. and Kamakura, Wagner A. and Alpert, Mark, Viewer Preference Segmentation and Viewing Choice Models for Network Television (1992). Journal of Advertising, Vol. 21, No. 1, 1992, Available at SSRN: https://ssrn.com/abstract=2428961

Roland T. Rust (Contact Author)

University of Maryland - Robert H. Smith School of Business ( email )

College Park, MD 20742-1815
United States

Wagner A. Kamakura

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Mark Alpert

University of Texas at Austin - Red McCombs School of Business ( email )

Austin, TX 78712
United States

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