This website enables users to collaborate with their colleagues to create an overview of common measures of media exposure and to catalog and discuss their applicability and measurement qualities including validity and reliability. Registration facilitates the building of our community and the acknowledgement of the contributions.
|Scale name||Recall / television / politics|
|Scale description||This 'combined measure' of exposure to television advertising combines information about the viewing habits of individuals and the actual distribution of campaign advertisements. In this measure, exposure to a particular television ad is regarded as a function of two factors: the frequency with which an advertisement is aired in a particular media market and the quantity of television viewing by a particular respondent. This measure therefore weighs the frequency with which an advertisement is aired with self-reported television viewing for the relevant daypart.|