Audience Duplication

Audience Duplication

A measure of the percentage of viewers of an advertisement who previously saw the same advertisement. An advertiser may aim for high audience duplication if it is thought to result in higher response. On the other hand, if an advertiser wishes to reach as many people as possible, low audience duplication may be better.
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Our conceptualization of shared attention online resembles audience duplication between websites, a focal variable of several recent studies on digital media use (e.g., Taneja & Wu, 2014).
The focal unit of our analysis is "shared attention," which we measured through audience duplication. The latter is the extent to which two media outlets (e.g., websites) are consumed by the same set of people in a given time period.
Digital Content Ratings data will provide us with much greater clarity around a consumers multi-screen usage, program and environment relevance and audience duplication.
"Digital Content Ratings data will provide us with much greater clarity around a consumer's multi-screen usage, program and environment relevance and audience duplication."
The CW will benefit from the fact that there is very little audience duplication between UPN and the WB.
Audience duplication by definition means repeat viewing.
"The Status and Future of Audience Duplication Research: An Assessment of Ratings-based Theories of Audience Behavior." Journal of Broadcasting and Electronic Media 40, 1 (1996): 96-111.
comScore today announced several new enhancements to its Mobile Metrix and MMX Multi-Platform solutions in Brazil including the launch of Reach/Frequency, Audience Duplication and Cross-Visiting reports along with expanded demographics.