New measures and a new model for television network loyalty (MOTNL)

Suggests that network loyalty is of major interest to television programme schedulers and advertisers, but that until now there has been no method for measuring the loyalty of individual viewers. Analyses People Meter data, collected by Nielsen Media Research in NZ during July 2003, which provides information on minute by minute television viewing for 1067 individuals in terms of channel and programme genre. Calculates new short-term and long-term measures of network loyalty for each viewer from this empirical data. Uses the data to test a postulated Model of Television Network Loyalty (MOTNL) in which network loyalty is linked to viewer demographics, socioeconomic variables and viewing behaviour. Argues that MOTNL has significant implications for network executives in their programming choices, as well as benefits for advertisers. Source: National Library of New Zealand Te Puna Matauranga o Aotearoa, licensed by the Department of Internal Affairs for re-use under the Creative Commons Attribution 3.0 New Zealand Licence.