Improving the Estimation Procedure for the Beta Binomial TV Exposure Model
Roland T. Rust, Jay E. Klompmaker · Journal of Marketing Research · 1981
The authors propose an improved model for estimating audience exposure to network television, and test this model against the best previously reported models. The model involves a new method for estimating a beta binomial distribution, which is used to model the frequency distribution of exposure. The new estimation procedure takes explicitly into account several characteristics specific to network television.