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Figure 10-18 Who's still there to watch the ads?

How many viewers actually watch a commercial? R. D. Percy & Co. reports that its advanced people meters, equipped with heat sensors that detect viewers present, indicate that spots retain, on average, 82 percent of the average-minute ratings for the quarter hour. During early morning news programs, "commercial efficiency" (as Percy calls it) is lower because so many people are bustling about, out of the room (blue), but the rate rises at night.

A. Efficiency of Spots during News Programming B. Efficiency of Spots during Sports Programming

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