Modelling Television Viewing Patterns

Abstract

Abstract The authors set out and estimate a dynamic logit model of viewing behaviour, which relates a channel's share ratings and audience composition to the programme types that it and competing channels are offering. Using the model on U.K. data, they evaluate the likely effects of changes in the programme types offered by current channels on the socioeconomic composition of channel audiences. They also show the impact of a new channel on audience composition, and how the model can be used in strategic programme scheduling.