The Big Picture for Large-Screen Television Viewing: For Both Programming and Advertising, Audiences Are More Attentive, More Absorbed, and Less Critical
Michael D. McNiven
Cumberland Advisors
Dean Krugman and Spencer F. Tinkham
University of Georgia
Management slant
- Large-screen televisions dramatically enhance the delivery of advertising messages.
- Large-screen television viewers are less skeptical of advertising than their small-screen counterparts—an attitude that contributes to a more favorable environment for commercial messages.
- Large-screen television viewers pay more attention to both broadcast commercials and television fare.
- Large-screen television viewers have a more positive attitude toward advertising.
- Large-screen viewers...