MODELING TELEVISION VIEWING PATTERNS

The authors set out and estimate a dynamic logit model of viewing beha viour, which relates a channel's share ratings and audience compositio n to the programme types that it and competing channels are offering. Using the model on U.K. data, they evaluate the likely effects of chan ges in the programme types offered by current channels on the socioeco nomic 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.