The Big Picture for Large-Screen Television Viewing: For Both Programming and Advertising, Audiences Are More Attentive, More Absorbed, and Less Critical

Large-screen televisions have gained prominence in the marketplace. Focus groups and a national survey were used to investigate viewing of large-screen televisions as they relate to attitudes toward advertising and the way advertising and programming are viewed.

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...

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