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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 analysis to radio listening. As radio markets are believed to have many partitions, the paper considers whether an un‐partitioned duplication analysis provides an adequate description of market structure.

The paper reports the results of a weekly radio diary with 1,129 responses in a regional New Zealand radio market. This data has special characteristics suitable for this research: the market has experienced rapid expansion in station numbers with substantial attempts at format segmentation, providing a strong test of the un‐partitioned nature of the duplication analysis; use of a single regional market avoids the aggregation bias inherent in national data; use of primary research allows the inclusion of non‐commercial stations, which are not included in syndicated radio research in this market.

Duplication of listening does broadly follow the duplication of viewing law. Contrary to industry belief, most of the deviations from a mass market are not due to micro‐formats (e.g. classic rock) but rather are explained by a broad partitioning of the market between “talk” and “music” segments, although the paper also identifies a unique station that still deviates from its parent partition.

The duplication of listening law does hold for this market, showing that radio stations compete largely on the basis of cumulative audience. However, it also provides a tool for identifying partitions and benchmarking station performance within this broad market structure. Future research could consider demographic or psychographic correlates of market partitions, alternative methods of purchase‐based segmentation such as nested logit, latent segmentation and Hendry analysis, and breaking duplication analysis down from weekly level to dayparts.

Station and network managers can apply this methodology to identify partitions and benchmark brand performance in their own markets. They should expect to usually compete on the basis of cumulative audience rather than station loyalty, as customer loyalty tends to be a feature of the partition rather than the station. Media planners should also be aware of the duplication of listening law when designing media schedules: greater frequency can be achieved by choosing a set of stations with high duplications (generally higher share stations); greater reach can be achieved by including some smaller stations with low duplications.

This is the first application of duplication analysis to radio audiences, and the confirmation of the law goes against practitioner expectations. It is also a rare example of how duplication analysis can be used to identify not just segments, but also individually unique stations. Therefore, while this research disconfirms prior expectations it also provides a new tool for practical segmentation of radio markets.

The audience for in-app mobile advertising is comparable in size and viewing rate to that for TV but divides its attention across a highly fragmented selection of apps, each competing for advertiser revenue. In market, the assumption is that this audience is deeply segmented, allowing individuals to be contextually targeted on the apps that define their interests and needs. But that assumption is not supported by the Laws of Double Jeopardy and Duplication of Viewing which closely predict usage in most mass media. The purpose of this study is to benchmark in-app audiences against these laws to better understand market structure.

The authors collected nearly 3,000 h of screen time data from a panel of Generation Z respondents and tested the predictive validity of two models against observed interactions with 23 popular apps in six categories over a week.

Results show that contrary to industry assumptions, audience for in-app advertising is not segmented. Engagement on individual apps and audience sharing rates between apps and app formats is predicted well.

Optimising in-app advertising for short-term activation only limits its potential for brand building. These findings encourage advertisers to schedule online campaigns for brand reach as well as sales lift, by advancing current understanding of audience behaviour.

Many authors have called for consistency in metrics to compare on- and off-line media performance. This study bridges that gap, demonstrating how reach and frequency measures could inform digital scheduling.

This paper aims to investigate factors associated with higher or lower television audience retention from one programme aired sequentially after another, referred to as lead-in audience retention. Lead-in is a primary determinant of television programme audience size.

The study models a series of factors linked to lead-in audience retention, such as rating of the second programme, genre match and competitor options. The hypothesised relationships are tested across over 1,000 pairs of programmes aired in the UK and Australia, using multivariate linear regression models.

The study finds the factors consistently related to significantly higher lead-in audience retention are the rating of the second programme in the pair and news genre match in programming. Factors consistently linked to lower audience retention include the rating of the initial programme and the number of competitor options starting at the same time as the second programme.

The findings help television networks understand drivers of lead-in audience retention. Knowledge that can be used to inform the design of tailored marketing plans for programmes based on schedule, timing and adjacent programming. Further, the findings help advertisers and media buyers with scheduling television advertising to achieve reach or frequency objectives.

No previous studies have comprehensively combined all four factors driving lead-in audience retention into a single model. The testing across multiple markets adds to the robustness of the findings. In particular, the discoveries about the impact of competitor network activities and genre build considerably on past research.

The purpose of this paper is to examine competition between tourism destination brands in terms of how they share travelers with each other.

The study analyzes survey data from four international markets (USA, UK, Japan and Singapore). The study examines the cross‐purchasing of travel destinations. It applies an established empirical generalization, the duplication of purchase law (DPL) to frame hypotheses and contextualize results.

The overall results are consistent with the DPL. Destination brands share tourists with other destinations generally in‐line with the popularity of the competing destination. However, there are very noticeable market partitions, most of which take two forms: destinations that are either geographically close to each other, or close to the point of origin. Destination brands in these partitions share travelers far more than they would be expected to, given their respective size.

Tourism marketers need to appreciate the broad nature of competition. A specific destination brand competes with many other travel destinations, sharing customers more with other broadly popular destinations and less with less popular destinations.

The analytical approach presented in this study provides a straightforward benchmark for assessing the expected level of competition between particular tourist destinations, given their respective overall popularity.

This study aims to understand the degree of predictability and value in analyzing consumer purchase patterns in the US wine retail market. The study considers whether brands in US wine retailing follow the well-established Duplication of Purchase Law and Double Jeopardy Law.

Over 20,000 customer panel wine purchases were analyzed from a number of locations within a supermarket chain based on the West Coast of the USA. Cross-purchasing behavior for the top 20 wine brands by market penetration was analyzed to assess whether the well-established Duplication of Purchase Law and Double Jeopardy Law hold up in this wine retail setting in the USA. The degree of predictability and the existence of anomalies in expected cross-purchasing behavior were identified in the analysis.

Results confirmed a Double Jeopardy pattern and that wine cross-purchasing patterns for the most part followed the Duplication of Purchase Law. However, exceptions to these patterns were found, which indicated areas in need of managerial attention due to the potential to remedy, develop or monitor the most prominent variations between predicted and realized cross-purchasing behavior. Repeated identification of variations has been identified in other product categories, known as market partitions.

Although it is commonly believed that wine is a unique product category, the results of this study demonstrate that consumer behavior toward wine is similar to other fast-moving consumer goods. The exceptions suggest that while similar consumer purchase patterns are evident, consumers are more likely to cross purchase wine brands and grape types more than would be expected given Duplication of Purchase Law benchmarks.

This study aims to understand the market structure and explore the applicability of recognised generalisations to a European wine retail market. The study considers whether brands in European wine retailing follow the established double jeopardy and duplication of purchase laws, with the aim of investigating their limits so as to identify where market partitions are evident.

The researchers conducted a cross-purchasing analysis within the wine category over a 12-month period, using a customer panel of n = 25,000 across a chain of independent retail stores in an English-speaking European country. Analysis was conducted across purchases of the top 20 wine brands.

Consumer wine repurchase results confirmed a double jeopardy pattern. These consumers’ wine repurchasing behaviour from other top-20 wine brands could have generally been predicted in line with the duplication of purchase law. However, a small number of exceptions to these patterns were identified, suggesting the existence of market partitions.

In this study, market partitions were evident for selected brands, a wine region and a common grape variety, Sauvignon blanc. Such exceptions illustrate that consumer purchase patterns can deviate from predictions, for a small number of brands in a consumer goods category than would be expected given duplication of purchase law norms. Such anomalies to empirical generalisations help demonstrate boundary conditions and lead further research on the market conditions required for such anomalies to be evident. Implications suggest that further research should be conducted on the product features creating market partitions.

The findings suggest that regional wines can appeal to a more clearly partitioned customer group within the clientele, but that substitution is noted among brands within regions.

To the best of the authors’ knowledge, this is the first study to use a large sample consumer database to determine the generalisability of two well-established empirical generalisations: the double jeopardy and duplication of purchase laws, to the wine retail market. Knowing these are applicable to the wine retail markets allows wine producers and retailers to predict expected repurchase and cross-purchasing norms.

The purpose of this research is to analyze brand competition in China using the Duplication of Purchase (DoP) law, with important implications for understanding Chinese buyer behavior in comparison with Western buyers. Discovered in the Western markets, the DoP law holds across a variety of product categories.

Multiple sets of new data are examined to extend past research in the application of the DoP law in Chinese buying behavior. This study draws on panel data and self-reported data, utilizing bootstrapping to identify partitions where excess sharing occurs.

This paper finds the DoP law holds across six categories (two personal care, two impulse categories and two durables), as well as over multiple years. Brands in China share customers with other brands in line with the market share of the competitor brand. There were few partitions where brands shared significantly more customers than expected. Partitions occur due to the same umbrella brand or ownership, and geographic location.

Areas for further research include extended replication in other categories, investigating partitions and whether a different consumer path to purchase occurs in China.

DoP can be applied across a wide range of categories in China to understand market structure. New entrants to China can use this approach to understand a category from a consumer behavior perceptive. DoP provides guidelines for marketers to identify competition and allocate resources appropriately.

This research provides a comprehensive, unparalleled examination across six very different categories of brand competition in China. This gives confidence in the robustness and generalizability of the results.

After health, personal wealth is one of the most important determinants of behavioural patterns. It is also a very private and confidential matter. Not surprisingly, therefore, it has always been considered an extremely difficult area to research. To operate an effective, continuous research measurement providing usable quantified data on personal finance was the challenge that AGB Research decided to tackle in the late 70's when the competitive consumer advertising and marketing in this sector of the British economy increased in level and intensity. As the poet indicated, it seemed prudent to temper boldness with caution and research carefully the methodology and the scope of the research. A dipstick check, rather than a continuous monitor, of personal savings was carried out successfully by AGB INTOMART in Holland in 1976, and in 1977 a test market of a continuous consumer panel measurement of spending, credit and savings was conducted by AGB in the North and South of Britain, supported by 12 financial and marketing companies. The name INDEX was an abbreviation for “Indicator of Discretionary Expenditure” but was such an appropriate brand name that it was retained when the credit savings sectors were included in the measurement.

The purpose of this paper is twofold: first, to explore whether patterns suggested in Dirichlet theory can be observed in a single behaviour change context, namely, physical activity; second, to provide implications for social marketing practice based on the Dirichlet theory patterns observed in a social context of physical activity.

A total of 1,459 respondents residing within 20 kilometres of the Melbourne Central Business District participated in an online survey. The questions in the survey included items relating to respondents’ self-reported physical activity.

The results of the current study indicate that Dirichlet patterns can be observed in social contexts such as physical activity.

The sample in this study cannot be considered to be demographically representative of the target population and the physical activity categories selected for this study were limited to the most popular activities and a category level and whole of sample assessment.

To encourage participation in physical activity social marketers need to promote and offer a broad range of physical activity options to increase overall physical activity participation. This is a substantial change from current social marketing practice where one form of physical activity is typically promoted.

This research indicates that commercial marketing theories may be extended to a social marketing context thereby overcoming social marketing’s health myopia. The current study is the first to apply Dirichlet theory in full to a social marketing setting, namely, physical activity.

Many individuals experience a sense of déjà vu when smelling a particular scent in the air or on hearing a name or words from the past. At times even the faintest scent or sound may evoke old memories and stir the senses. This is particularly true when the names of long‐ago television and radio programs are heard. Depending on one's age and the part of the country in which one lived, people born before the “baby boom” years (1946–1964) often feel a profound sense of nostalgia about such radio programs as Mr. District Attorney and Fibber McGee and Molly or the television shows Howdy Doody and Toast of the Town/Ed Sullivan Show. These early programs are considered part of the “golden age” of radio and television broadcasting.