Nielsen Audience Watch User Guide

About Duplication Matrices

A duplication matrix can be created by network or program

You can create a duplication matrix by network from the Network Analysis button in the toolbar. You can also use the Duplication Matrix button in the program list toolbar to create a duplication matrix for programs.

You can create the following types of duplication matrices from a program list by clicking the Duplication

Matrix button in the program list toolbar:

• By Row - Uses each row in the current program list and answers the question: Of the people who watched the first program in the program list, what percentage watched the second?

• By Day of Week - Uses the current program list categorized by day and answers the question: Of the people who watched any one of the programs on Monday, what percentage watched any one of the programs on Tuesday?

• By Daypart - Uses the current program list categorized by dayparts and answers the question: Of the people who watched any one of the programs during Late Fringe, what percentage watched any one of the programs during Primetime?

• By Network - Uses the current program list categorized by networks selected and answers the question: Of the people who watched any one of the programs On Network A, what percentage watched any one of the programs on Network B?

• By Network Type - Uses the current program list categorized by network types and answers the question: Of the people who watched any one of the programs on broadcast networks, what percentage watched any one of the programs on Cable News network?

• By Program Genre - Uses the current program list categorized by program genre and answers the question: Of the people who watched any one of the Sitcom programs, what percentage watched any one of the Drama programs?

• By Program Name - Uses the current program list categorized by program name and answers the question: Of the people who watched any one of the quarter hours of Program A, what percentage watched any one of the quarter hours of Program B?

• By Program List - Uses a collection of program lists and answers the question: Of viewers that watched any programs in a program list, what percentage watched any program in another program list?

Note

Not only can you choose the type of duplication matrix you want to create, but you can also choose the value type (Reach, Sample Count, or Percent) from the right-click menu in the Program List Duplication Matrix window. To apply the value type, recreate the duplication matrix.

A duplication matrix analysis will work with full program analysis turned on or off as follows:

• Full Program Off - Of the people who saw one or more specified quarter hours on Network A, how many saw one or more of these quarter hours on Network B?

• Full Program On - Among viewers who saw any portion of these programs on Network a, how many saw any portion of these programs on Network B?

Using full program allows only one entry for each program. If there is more than one, a message is displayed.