See also: Retention
CIMM DEFINITION: The ability of a commercial to hold on to its tuned audience through the length of the commercial.
2: The ability to recall the commercial after it is viewed for some amount of time after the fact.
NOTE – Kantar Media Audiences devised a seconds-based metric, Tuneaway, to capture the percent of seconds lost due to channel changing from the audience present the second prior to the commercial start time.
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