Will high-rating TV programmes deliver more advertising impact than low-rating ones?

This paper discusses the issue of whether advertising during a television programme that attracts high ratings will be more effective than one which achieves low ratings.

Will high-rating TV programmes deliver more advertising impact than low-rating ones?

Andrew Green ZenithOptimedia

Back in 1980, when the UK had just a single commercial channel, most of Europe's commercial TV industries were tightly regulated and even US viewers could receive only 10 channels on average, individual programmes could easily capture ratings in excess of 20 or even 30.

Since then the number of channels available to people across the globe has grown exponentially. Most households now sport several TV sets, almost all have remote control devices for navigating between all the new channels and an increasing number can...

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