An Integrated Model of Set Top Box Tuning Behavior

Posted: 24 Oct 2007 Last revised: 14 Sep 2008

See all articles by David A. Schweidel

David A. Schweidel

McDonough School of Business, Georgetown University

Robert Kent

University of Delaware - Business Administration

Date Written: September 11, 2008

Abstract

With advertising purchased based on estimates of the audience size, it is important for both researchers and media planners to understand how tuning behavior varies across set top boxes, channels, and dayparts. These questions are at the core of a call for increased accountability in television advertising. As television advertisements must be viewed to be effective, media planners must not only anticipate the size of program audience, but the likelihood that viewers will tune away during commercials. Discrepancies between the number of viewers tuned to a program and those potentially exposed to advertisements may cause firms to pay more to reach a given audience size.

In this research, we develop an integrated model of set top box tuning behavior that allows us to examine this issue. Using second-by-second tuning data, we jointly model two aspects of tuning behavior: the channel choice decision and the duration for which a set top box remains tuned to the same channel. Our findings reveal differences across channels and dayparts, not only with respect to the duration for which set top boxes remain on the channel but also in the extent of ad avoidance and the impact of program changes on channel changing, a finding of interest to media planners.

Suggested Citation

Schweidel, David A. and Kent, Robert, An Integrated Model of Set Top Box Tuning Behavior (September 11, 2008). Available at SSRN: https://ssrn.com/abstract=1023281

David A. Schweidel (Contact Author)

McDonough School of Business, Georgetown University ( email )

Washington, DC 20057
United States

Robert Kent

University of Delaware - Business Administration ( email )

214 MBNA America Hall
Orchard Road & Amstel Avenue
Newark, DE 19716-2710
United States

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