Should advertisers worry about people with digital video recorders (DVRs) fast-forwarding through their TV commercials? Recent studies by MillwardBrown and Innerscope Research indicate that when people are fast-forwarding through commercials they are actually still quite engaged and paying attention to the screen to see when the commercials end and when the show they were watching starts again. If a commercial goes by that the viewer has seen before, the impact of the commercial may be equivalent to viewing the commercial at normal speed. One study of DVR viewing behavior is described in the article "Engaging at Any Speed? Commercials Put to the Test."† For each person in a sample of adults, physical responses (such as respiratory rate and heart rate) were recorded while watching commercials at normal speed and while watching commercials at fast-forward speed. These responses were used to calculate an engagement score. Engagement scores ranged from 0 to 100 (higher values indicate greater engagement). The researchers concluded that the mean engagement score for people watching at regular speed was 66, and for people watching at fast-forward speed it was 68. Is the described inference one that resulted from estimation or one that resulted from hypothesis testing?

Calculus For The Life Sciences

2nd Edition

ISBN:9780321964038

Author:GREENWELL, Raymond N., RITCHEY, Nathan P., Lial, Margaret L.

Publisher:GREENWELL, Raymond N., RITCHEY, Nathan P., Lial, Margaret L.

Chapter1: Functions

Section1.EA: Extended Application Using Extrapolation To Predict Life Expectancy

Problem 8EA

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Should advertisers worry about people with digital video recorders (DVRs) fast-forwarding through their TV commercials? Recent studies by MillwardBrown and Innerscope Research indicate that when people are fast-forwarding through commercials they are actually still quite engaged and paying attention to the screen to see when the commercials end and when the show they were watching starts again. If a commercial goes by that the viewer has seen before, the impact of the commercial may be equivalent to viewing the commercial at normal speed. One study of DVR viewing behavior is described in the article "Engaging at Any Speed? Commercials Put to the Test."† For each person in a sample of adults, physical responses (such as respiratory rate and heart rate) were recorded while watching commercials at normal speed and while watching commercials at fast-forward speed. These responses were used to calculate an engagement score. Engagement scores ranged from 0 to 100 (higher values indicate greater engagement). The researchers concluded that the mean engagement score for people watching at regular speed was 66, and for people watching at fast-forward speed it was 68. Is the described inference one that resulted from estimation or one that resulted from hypothesis testing?

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