1979•Journal of Marketing ResearchRequires access

The Duplication of Viewing Law and Television Media Schedule Evaluation

Robert S. Headen, Jay E. Klompmaker, Roland T. Rust

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.

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Key concepts: Gene duplication, Schedule, Law, Computer science, Advertising, Political science, Business, Chemistry