Audience Duplication and Its Determinants: A Study in the Multi-channel and Multi-culture Television Market in Guangzhou

This study examines audience duplication, the extent to which the audience of one program also watches the other, and its determinants. Using peoplemeter data from Guangzhou, a multi-channel and multi-cultural television market in China, the study tests the intertwining effects of media structural factors and audience preference factors on audience duplication levels of program pairs. The results show significant effects of the two types of factors. A regression model was established in which these two types of factors together explained 59% of the total variance in audience duplication.