Audience Watch For Television Programming and Advertising Professionals
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Trends Glossary
· Program Trends
    · Defection
    · Experience
    · Program Loyalty
    · Retention
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
 
Retention
The term program retention refers to the number of members of an audience who:
  • See an episode of a program, and then
  • Chose to see a subsequent episode of the same program.

Program Retention is one measure of loyalty .

As indicated in the retention chart below:

  • Of the adults age 18-49 who saw any part of Program E on Week 1, 50% of them (blue) had watched some part of the Program E episode on Week 2.
  • Of the adults age 18-49 who saw any part of Program E on Week 3, 44% of them (blue) had watched some part of the Program E episode on Week 1.
  • Of the adults age 18-49 who saw any part of Program E on Week 3, 13% of them (red) had watched some part of the Program E episode on Week 2, but had not seen any part of the episode on Week 1.

Drama Cumulative Retention
Drama Cumulative Retention

Thus, of the adults 18-49 who saw the episode of Week 4:

  • 39% saw it for the first time (in this sequence) on Week 1 (blue)
  • 15% saw it for the first time on Week 2 (red)
  • 6% saw it for the first time on Week 3 (green)
  • 40% saw it for the first time on Week 4 (yellow)
  • etc.


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