National Geographic gleans insights from channel surfing data

12/2/2008 | Wall Street Journal, The

National Geographic Channel is the first to sign up for Nielsen's new second-by-second measurement service, which uses digital cable box data to report viewers' moment-to-moment channel surfing. National Geographic found that viewers of "Locked Up Abroad" are switching channels 10 to 20 seconds before a commercial break, so adjustments to teasers and recaps were made to boost viewing of its ads.

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