Introducing the Ad ECG
本文利用机顶盒数据观察电视广告时段观众流失与恢复情况，发现节目到广告时段观众下降幅度超预期，且同一节目内观众波动明显，建议广告主利用精细的广告受众信息选择节目并谈判媒体价格。
<h3>ABSTRACT</h3> Great sums of marketing dollars are spent on television advertising time in the absence of precise audience-size information for individual advertising units. This paper uses granular data from a large system of set-top boxes to observe how television audiences decline and rebuild during expensive commercial time. the data reveal greater set delivery declines from programs to commercial units than has often been anticipated. Moreover, variation in set delivery was seen within particular shows. the results suggest that advertisers should use detailed commercial audience information to choose shows and negotiate media prices.