Behavioral measures of television audience appreciation

A study explores the possibility of using minute-by-minute people-meter data to develop behavioral measures of television program appreciation. Specifically, it examines the number of minutes viewed out of the potential number of minutes a program airs. A 2nd measure looks at the proportion of viewers that watch at least 80% of a show. Any advertiser, broadcaster, or ratings supplier with access to minute-by-minute people-meter ratings can easily perform the calculations that are proposed, so a separate survey of program appreciation is not needed. Furthermore, no additional respondent burden is demanded of people-meter panelists, so the measure is completely unobtrusive. Lastly, it does not rely on respondent recall, as most of the current-diary based methods do.