Abstract:

The viewing loyalty analyses discussed in this paper have a strong implication on the fact that there is a lot of information worthwhile knowing beyond tv programme ratings as such. After establishing benchmarks, media planner's daily routine will become easier in terms of being able to assess better than before the future success of a television advertising campaign. It seems very likely, however, that there is variation over time to an extent, which easily aborts attempts to condense observations to a mathematical formula. Therefore, accumulating information from all those countries where any secondary analyses have been done on tv audience panel data would be a necessary action in addition to analysing research results independently in each country.