Audience Watch For Television Programming and Advertising Professionals
Home Glossary About Audience Watch

Sample Glossary
· Audience Sample
    · Sample Analysis
    · Sample Details
    · Drill down
    · Unified Sample
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
 
Sample Viewing Drill Down
Sample viewing drill down refers to a feature in the Audience Watch System that allows you to examine the detailed viewing history for individual members of the audience sample .

One Day Sample Viewing Drill Down
One Day Sample Viewing Drill Down

In the above figure, for example, we see the television viewing for one member of the simulated sample over a 24 hour period. The chart starts at 6:00 A.M., the beginning of the television broadcasting day, and extends to the 30th hour of the broadcast day, or 6:00 A.M the following day.

The chart shows that this person watched Net C for 1/4 hour at 8:30 A.M., indicated by the single blue dot at the Net C level, switched around periodically until 12:30 P.M. when he/she watched 3 1/2 hours of continuous Net B, indicated by the long string of blue dots.

 One Week Sample Viewing Drill Down
One Week Sample Viewing Drill Down

Charts can also be generated for longer periods of time, as in the figure above. This chart shows the viewing of one member of the sample over a seven day period.

Using this time scale, patterns can be seen which indicate program or network loyalty for individuals. For example, this person watched Net D every afternoon (red arrow), and Network B at night (blue arrow). These loyalty patterns are indicated by dots in the same relative positions from one day to the next.

Week-to-week viewing patterns can be identified with sample viewing drill down charts of longer duration.

 Sample Viewing Drill Down for a Light Television Viewer
Sample Viewing Drill Down for a Light Television Viewer

The figure above shows the sample viewing drill down for a relatively light user of television - probably in the first viewing quintile .



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