Developments in Marketing Science Proceedings of the Academy of Marketing Science
The Impact of the Cable Converter on Television Viewing Patterns: A Pilot Study
Publication
, Chapter
Hardy, KG; Quelch, JA; Spencer, IS; Munro, HJ
January 1, 2016
The cable converter is a "brown box" that may be attached to a television in order to permit a choice of up to 35 channels. This study found that introduction of the converter was associated with up to 35 percent more television viewing compared to respondents without converters. The implication for sponsors, stations, and networks is that the audience fragmentation caused by increased choice of channels may be more than offset by the increase in viewing time. In the longer term, marketers should gear themselves to exploit the opportunities of the more specialized audiences that television with the cable converter may be able to deliver.
Duke Scholars
Citation
APA
Chicago
ICMJE
MLA
NLM
Hardy, K. G., Quelch, J. A., Spencer, I. S., & Munro, H. J. (2016). The Impact of the Cable Converter on Television Viewing Patterns: A Pilot Study. In Developments in Marketing Science Proceedings of the Academy of Marketing Science (pp. 115–119). https://doi.org/10.1007/978-3-319-16934-7_27
Hardy, K. G., J. A. Quelch, I. S. Spencer, and H. J. Munro. “The Impact of the Cable Converter on Television Viewing Patterns: A Pilot Study.” In Developments in Marketing Science Proceedings of the Academy of Marketing Science, 115–19, 2016. https://doi.org/10.1007/978-3-319-16934-7_27.
Hardy KG, Quelch JA, Spencer IS, Munro HJ. The Impact of the Cable Converter on Television Viewing Patterns: A Pilot Study. In: Developments in Marketing Science Proceedings of the Academy of Marketing Science. 2016. p. 115–9.
Hardy, K. G., et al. “The Impact of the Cable Converter on Television Viewing Patterns: A Pilot Study.” Developments in Marketing Science Proceedings of the Academy of Marketing Science, 2016, pp. 115–19. Scopus, doi:10.1007/978-3-319-16934-7_27.
Hardy KG, Quelch JA, Spencer IS, Munro HJ. The Impact of the Cable Converter on Television Viewing Patterns: A Pilot Study. Developments in Marketing Science Proceedings of the Academy of Marketing Science. 2016. p. 115–119.