Methods to Forecast Television Viewing Patterns for Target Audiences . René Weber

Due to the deregulation of the German television market and the advent of new ways of watching television (pay-, internet-, digital-TV) competition is intensifying and the complexity of TV behavior is growing faster than our research methods. This creates a need for new methods of analysis. This paper outlines various innovative techniques to explain, simulate and forecast television viewing patterns based on German telemetric viewing data of specific target audiences. In particular, modern artificial intelligence approaches (neural networks) are brought into focus. The findings are encouraging.