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Research papers

Progress towards media mix accountability

PPM commercial audience estimates offer insight about consumers' avoidance of tv commercials. Total commercial avoidance, an average 7%, is composed of nearly six- tenths channel switching and four-tenths due to other 'interruptions'. Program content...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Roberta M. McConochie, Leslie Wood, Beth Uyenco, Chris Heider
Companies: Nielsen, OMD Group
June 23, 2005
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Citation

McConochie, Wood, Uyenco and Heider (2005a, June 23). Progress towards media mix accountability. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/progress-towards-media-mix-accountability