Lees, Gavin; Wright, Malcolm - In: European Journal of Marketing 47 (2013) 3/4, pp. 674-685
Purpose – There has been long‐standing interest in the duplication of audience between media vehicles, starting with work by Agostini and later developed by Goodhardt, Ehrenberg and Collins into the “duplication of viewing law”. The aim of this paper is to further extend duplication...