An Empirical Analysis of Television Commercial Ratings in Alternative Competitive Environments Using Multinomial Logit Model

Abstract

Watching the commercials depends on the choice of the viewer. Most of the television viewing takes place during “Prime-Time” unfortunately; many viewers opt to zap to other channels when commercials start. The television viewers’ demographic characteristics may indicate the likelihood of the zapping frequency. Analysis made by using Multinomial Logit Model indicates how effective the demographic variables are in the watching rate of the first minute of the television commercials.