oes Cable Video on Demand (VOD D4+) increase add effectiveness?
A recent VOD study compared general...
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oes Cable Video on Demand (VOD D4+) increase add effectiveness?A recent VOD study compared general TV and VOD D4+ audiences afterviewing a brand add. Data were collected on whether the viewerindicated that the add made them want to visit the brand website.The results were:
Made me want to visit the brand website
Made me want to visit the brand website
Viewing Audience
Yes
No
VOD D4+
149
108
General TV
36
168
Set up the null and alternative hypothesis to try to determinewhether add impact is stronger following VOD D4+ viewing thanfollowing general TV viewing.
Conduct the hypothesis test defined in (1), using the 0.05level of significance.
Does the results of your test in (2) make it appropriate toclaim the ad impact is stronger following VOD D4+ than followinggeneral TV viewing?
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