Dictionary of Marketing Terms: audience-holding index
audience-holding index
guide to how well a program holds its audience, measured on a minute-by-minute or quarter-hour basis by the research service companies. Many times a large audience will turn on a program, but will not stay tuned for the duration of the program. This is particularly true for sporting events, news broadcasts, and some miniseries. It is important, therefore, for an advertiser to be aware of the audience-holding index of a show before buying commercial time in that show.
