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Media Guru

Guru Search Results: 4 matches were found

Friday, December 02, 2011 #8318
Hi Guru, What is the minimum length of viewing time when someone is in zapping mode, 1 minute of stay at a channel or more than 1 minute?

The Media Guru Answers(Friday, December 02, 2011 ):
Assuming you are asking about Nielsen's metered measurement rules:
Whether zapping or not, 31 seconds of viewing in a minute is required to be counted in that minute's audience.


Monday, November 26, 2001 #4908
Dear Guru! One agency, which is a "gold" client of our TAM Company, asked us for developing procedure of evaluating "zapping factor". From their words the definition of zapping factor is "percentage of average break rating to average rating of 2 last minutes of preceding program". That's not the problem for us and we actually already developed that procedure, but there are some questions we have no answer yet. 1. Is there any other definition of "zapping factor"? Or there is not exact definition at all. 2. What are the reasons of using values of "zapping factor" in media planning? In situation, when only QH ratings are available, this factor could be used to make estimates of break/spot ratings. But we have minute-by-minute audience data (and that's why we can evaluate "zapping factor") so estimation for break/spot ratings could be based on real history. What are another reasons? Thanks in advance for your thoughts! BR, Andriy

The Media Guru Answers(Wednesday, November 28, 2001 ):
"zapping" has been a term of loose definition for 20 or more years, becoming popular with the growth of cable and remote controls. Generally it refers to channel switching during breaks leading to lower audience for commercials than for the adjacent program.

We agree that the availability of minute-by-minute data obviates the utility of such a factor on a post analysis basis. And, if your planning rates are based on ratings reflecting these data, we are stumped.


Friday, May 11, 2001 #4386
Guru, can you please point me towards research on the effect of pay/cable TV in the home on channel zapping ? Specifically do more channels reduce the amount of advertising viewed ? Have you heard of an Equalisation model to account for this in reach and frequency calculations. Thank you.

The Media Guru Answers(Saturday, May 12, 2001 ):
It should be simple enough to directly reduce GRPs according to any measured reduction of ad viewing versus program viewing.

For research try The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.


Saturday, November 13, 1999 #2966
What are the current researches going on around the world in the area of 'zapping during commercial breaks'?

The Media Guru Answers(Tuesday, November 16, 1999 ):
The Guru believes zapping research has become passť. It was heavily covered 15-20 years ago when VCRs became a significant presence.

Automatic zapping devices came and went quickly back then. Interestingly, the latest VCRs, a couple of which were just acquired by the Guru, have automated zipping as a built-in feature, but zipping - fast forwarding through recorded commmercials - is not the same as zapping - excluding commercials from recordings.



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