An Empirical Analysis of Television Commercial Ratings in Alternative Competitive Environments Using Multinomial Logit Model
Watching the commercials depends on the choice of the viewer. Most of the television viewing takes place during “Prime-Time” unfortunately; many viewers opt to zap to other channels when commercials start. The television viewers’ demographic characteristics may indicate the likelihood of the zapp...
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| Format: | Article |
| Language: | English |
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Ala-Too International University
2013-05-01
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| Series: | Eurasian Journal of Business and Economics |
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| Online Access: | http://www.ejbe.org/EJBE2013Vol06No11p039ALTAS-OZTUNC.pdf |
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doaj-1b5876c0f5df4cf7b7296a1c8eb8bc1c2020-11-25T01:15:22ZengAla-Too International UniversityEurasian Journal of Business and Economics 1694-59481694-59722013-05-013951An Empirical Analysis of Television Commercial Ratings in Alternative Competitive Environments Using Multinomial Logit Model Dilek ALTAŞ0 Hakan ÖZTUNÇ1Marmara University Fatih UniversityWatching the commercials depends on the choice of the viewer. Most of the television viewing takes place during “Prime-Time” unfortunately; many viewers opt to zap to other channels when commercials start. The television viewers’ demographic characteristics may indicate the likelihood of the zapping frequency. Analysis made by using Multinomial Logit Model indicates how effective the demographic variables are in the watching rate of the first minute of the television commercials. http://www.ejbe.org/EJBE2013Vol06No11p039ALTAS-OZTUNC.pdfTelevisionCommercialPrime-TimeMultinomial Logit Model. |
| collection |
DOAJ |
| language |
English |
| format |
Article |
| sources |
DOAJ |
| author |
Dilek ALTAŞ Hakan ÖZTUNÇ |
| spellingShingle |
Dilek ALTAŞ Hakan ÖZTUNÇ An Empirical Analysis of Television Commercial Ratings in Alternative Competitive Environments Using Multinomial Logit Model Eurasian Journal of Business and Economics Television Commercial Prime-Time Multinomial Logit Model. |
| author_facet |
Dilek ALTAŞ Hakan ÖZTUNÇ |
| author_sort |
Dilek ALTAŞ |
| title |
An Empirical Analysis of Television Commercial Ratings in Alternative Competitive Environments Using Multinomial Logit Model |
| title_short |
An Empirical Analysis of Television Commercial Ratings in Alternative Competitive Environments Using Multinomial Logit Model |
| title_full |
An Empirical Analysis of Television Commercial Ratings in Alternative Competitive Environments Using Multinomial Logit Model |
| title_fullStr |
An Empirical Analysis of Television Commercial Ratings in Alternative Competitive Environments Using Multinomial Logit Model |
| title_full_unstemmed |
An Empirical Analysis of Television Commercial Ratings in Alternative Competitive Environments Using Multinomial Logit Model |
| title_sort |
empirical analysis of television commercial ratings in alternative competitive environments using multinomial logit model |
| publisher |
Ala-Too International University |
| series |
Eurasian Journal of Business and Economics |
| issn |
1694-5948 1694-5972 |
| publishDate |
2013-05-01 |
| description |
Watching the commercials depends on the choice of the viewer. Most of the
television viewing takes place during “Prime-Time” unfortunately; many viewers opt
to zap to other channels when commercials start. The television viewers’
demographic characteristics may indicate the likelihood of the zapping frequency.
Analysis made by using Multinomial Logit Model indicates how effective the
demographic variables are in the watching rate of the first minute of the television
commercials.
|
| topic |
Television Commercial Prime-Time Multinomial Logit Model. |
| url |
http://www.ejbe.org/EJBE2013Vol06No11p039ALTAS-OZTUNC.pdf |
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