The 38-Percent Solution
研究了黄金时段电视节目在季中更换播出时间后，观众重复观看率稳定在38%的规律，对节目编排和广告投放有参考价值。
<h3>ABSTRACT</h3> Repeat viewing is commonly used as an indication of program loyalty. The authors extended the pioneering work by Ehrenberg, Barwise, and Goodhardt by examining a unique dataset of prime time television shows that change time in midseason. These data help to unravel the difference between loyalty to programs and loyalty to particular time periods. For example, across 42 different datasets of programs that changed time, the authors calculated repeat viewing levels for the four weeks before and after the change. A resulting empirical generalization was that repeat viewing is 38 percent—both before and after the time change. This generalization is true across all program types, and even when a program changes day. In addition, a surprising finding is that many programs retain their share of audience when moved to a new time slot.