Caracterización de los individuos propensos al cambio de canal de televisión
Zapping is one of the main problems faced by advertisers and TV networks nowadays. These agents try to lessen zapping behaviour through new advertising and scheduling strategies. However, the first step to solve the problem is to be aware of this behaviour from examining TV viewers in depth. The pre...
| Main Authors: | , , , |
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| Format: | info:eu-repo/semantics/article |
| Language: | Spanish / Castilian |
| Published: |
Portal Universia
2024
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10835/15199 |
| _version_ | 1789406427183316992 |
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| author | Gázquez Abad, Juan Carlos Jiménez Castillo, David Sáez González, Elvira Del Milagro Sánchez Pérez, Manuel |
| author_facet | Gázquez Abad, Juan Carlos Jiménez Castillo, David Sáez González, Elvira Del Milagro Sánchez Pérez, Manuel |
| author_sort | Gázquez Abad, Juan Carlos |
| collection | DSpace |
| description | Zapping is one of the main problems faced by advertisers and TV networks nowadays. These agents try to lessen zapping behaviour through new advertising and scheduling strategies. However, the first step to solve the problem is to be aware of this behaviour from examining TV viewers in depth. The present work aims to characterise zapping-prone individuals through the analysis of people-meter viewing data. To do so, both hierarchical segmentation techniques as well as non-hierarchical ones are applied using socio-demographic and viewing-behaviour variables. We could infer some interesting contributions for both zapping research and network planning. |
| format | info:eu-repo/semantics/article |
| id | oai:repositorio.ual.es:10835-15199 |
| institution | Universidad de Cuenca |
| language | Spanish / Castilian |
| publishDate | 2024 |
| publisher | Portal Universia |
| record_format | dspace |
| spelling | oai:repositorio.ual.es:10835-151992024-01-16T14:00:07Z Caracterización de los individuos propensos al cambio de canal de televisión Characterising zapping-prone individuals Gázquez Abad, Juan Carlos Jiménez Castillo, David Sáez González, Elvira Del Milagro Sánchez Pérez, Manuel Televisión Planning media Zapping People-meter data Advertising Zapping is one of the main problems faced by advertisers and TV networks nowadays. These agents try to lessen zapping behaviour through new advertising and scheduling strategies. However, the first step to solve the problem is to be aware of this behaviour from examining TV viewers in depth. The present work aims to characterise zapping-prone individuals through the analysis of people-meter viewing data. To do so, both hierarchical segmentation techniques as well as non-hierarchical ones are applied using socio-demographic and viewing-behaviour variables. We could infer some interesting contributions for both zapping research and network planning. 2024-01-16T14:00:07Z 2024-01-16T14:00:07Z 2008 info:eu-repo/semantics/article Gázquez Abad, J.C., Jiménez Castillo, D., Sáez González, E., & Sánchez Pérez, M. (2008). Caracterización de los individuos propensos al cambio de canal de televisión. Universia Business Review, (18), 68-85. 1698-5117 http://hdl.handle.net/10835/15199 es https://dialnet.unirioja.es/servlet/articulo?codigo=2656462 SEJ2004-07184/ ECON Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess Portal Universia |
| spellingShingle | Televisión Planning media Zapping People-meter data Advertising Gázquez Abad, Juan Carlos Jiménez Castillo, David Sáez González, Elvira Del Milagro Sánchez Pérez, Manuel Caracterización de los individuos propensos al cambio de canal de televisión |
| title | Caracterización de los individuos propensos al cambio de canal de televisión |
| title_full | Caracterización de los individuos propensos al cambio de canal de televisión |
| title_fullStr | Caracterización de los individuos propensos al cambio de canal de televisión |
| title_full_unstemmed | Caracterización de los individuos propensos al cambio de canal de televisión |
| title_short | Caracterización de los individuos propensos al cambio de canal de televisión |
| title_sort | caracterización de los individuos propensos al cambio de canal de televisión |
| topic | Televisión Planning media Zapping People-meter data Advertising |
| url | http://hdl.handle.net/10835/15199 |
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