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An exposure group is an extension to conventional demographic groups. Demographic group members are selected based on their demographic characteristics, while an exposure group members are selected based on their television viewing history. Program researchers, for example, often want to know,
"Of the people who watched (or did not watch) Program X, how many watched Program Y?"
A media planner might want to know,
"Of the people who were exposed to fewer than 3 ads during a campaign, how many watched Program Z?"
To answer these kinds of questions we select portions of a sample audience based on their viewing history similar to the way that we select portions of the sample based on the
demographics
, such as adults 18-49.
Audience Watch
can perform analysis on combinations of exposure and demographic groups that are as complex as the user needs.
For example, using exposure grouping with demographic grouping, the following types of issues can be addressed:
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