Audience Watch For Television Programming and Advertising Professionals
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Glossary
· Audience Data
· Audience Distribution
· Audience Flow
· Audience Sample
    · Sample Analysis
    · Sample Details
    · Drill down
    · Unified Sample
· Audience Tracking
· Co-viewing
· Demographic Group
· Exposure Group
· Impressions
· Influence Index
· Optimization
    · Integrated
    · Transparent
    · Spot Optimization
    · Steps
· Program Environment
· Program Trends
    · Defection
    · Experience
    · Program Loyalty
    · Retention
· Quad Analysis
· Reach
    · Effective Reach
    · Incremental Reach
    · Network Reach
    · Incremental Net Reach
· Recall
· Recency Theory
· Response Index
· Roadblock
· Valuation
    · Audience Valuation
    · Efficiency Plot
    · Exposure Valuation
    · Audience Efficiency
· Viewing Quintile
 
Exposure Group

An exposure group is an extension to conventional demographic groups. Demographic group members are selected based on their demographic characteristics, while an exposure group members are selected based on their television viewing history. Program researchers, for example, often want to know,

"Of the people who watched (or did not watch) Program X, how many watched Program Y?"

A media planner might want to know,

"Of the people who were exposed to fewer than 3 ads during a campaign, how many watched Program Z?"

To answer these kinds of questions we select portions of a sample audience based on their viewing history similar to the way that we select portions of the sample based on the demographics , such as adults 18-49.

Audience Watch can perform analysis on combinations of exposure and demographic groups that are as complex as the user needs.

For example, using exposure grouping with demographic grouping, the following types of issues can be addressed:

Issue Possible Demographic/Exposure Group
What is the potential audience for summer reruns? Of those women 18-34 who watched original episodes of a program during the regular season, how many watched the same episodes in rerun during the summer?
Are viewers being lost to competing networks? Of those adults 18-49 who watched more than 10 quarter hours on one network during prime time, what was the reach for those sample members on a second network?
Can ads be aired more than once time during sporting events? Of those men 35-54 in upper income households who watched more than 2 quarter hours of the first half of a football game but did not watch the half time program, how many came back for the second half?
Can a program be aired twice in the same week? Of those people who were watching television on Saturday, and who had seen one or more episodes of a series during the previous 8 weeks, how many had not seen the episode on the previous Tuesday?

Selecting any of these demographic/exposure groups requires less than 15 seconds using Audience Watch.

In the following chart, for example, we compare the reach for all adults 18-49 to the evening news, to the reach of adults 18-49 to the same set of programs who also saw the morning news.

Evening News Reach for Exposure Group
Evening News Reach for Exposure Group

Similar exposure group-based analysis can be done for other analysis types, such as audience flow , loyalty , audience distribution , etc.


Using the Audience Watch System , the figure above required about 4 seconds of computing time to generate on a standard stand-alone MS Windows PC.


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