A network television exposure model which uses single-insertion audience data as the only required input is developed. This new model, the beta binomial distribution-limited data model (BBD-LD), is tested against the beta binomial distribution indirect-estimation method and the univariate binomial model on 200 tabulated SMRB TV schedules. The BBD-LD model is found to produce the most accurate estimates of reach and of the distribution.
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Leckenby et al. (1985) studied this question.
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