We explore the possibility of using minute-by-minute people-meter data
to develop behavioral measures of program appreciation. Specifically,
we look at the number of minutes viewed out of the potential number o
f minutes a program airs. A second measure looks at the proportion of
viewers that watch at least 80 percent of a show. Any advertiser, broa
dcaster, or ratings supplier with access to minute-by-minute people-me
ter ratings can easily perform the calculations we propose, so a separ
ate survey of program appreciation is not needed. Furthermore, no addi
tional respondent burden is demanded of people-meter panelists, so the
measure is completely unobtrusive. Lastly, it does not rely on respon
dent recall, as most of the current diary-based methods do.