Television: Programme effects on commercials

 

Measures of TV program effectiveness rely on exposure broken out by demographic categories as the standard for purchasing commercial time. Attitudes toward a program might provide supporting evidence ...

The aim of this study was to test if valence and intensity dimensions of responses to general programming affect commercial processing in everyday life. Results from analyses on data from a large tele ...

This paper describes an innovative audience assessment approach that integrates attitudinal and behavioral data as developed by Brand Keys, Inc. and Rainbow Media. The AMV Model provides a new, highly ...

Super Bowl advertising receives considerable media attention each year, in part, because of the large TV audience the event attracts. Since 2000, advertisers have spent an average of over $2 million t ...

Discusses the importance of the Super Bowl for American advertising. The audience is huge. According to industry calculations, more than two out of three viewers of Super Bowl pay attention to the ads ...

Carole Millsaps of FedEx Corporation discusses her organisation's involvement with the Family Friendly Programming Forum, especially in the evaluation of TV scripts. She asserts that the theme of fa ...

Pat Gentile of P & G Productions explains how his organisation has been involved in the Family Friendly Programming Forum since its inception in 1998. He describes how, in 2002, P & G instigated a re ...

Andrea Alstrup of Johnson & Johnson describes the formation of the Family Friendly Programming Forum, an organisation pledged to encouraging the development of TV shows which can be viewed by the whol ...

For many years both broadcasters and agencies have conducted research to discover whether there is a relationship between positive TV programme involvement and commercial recall. In the main, they hav ...

The author explains that some TV networks have announced strategies to introduce 'family friendly' programming and asks what this kind of programming really is and whether the moves are likely to succ ...

The purpose of this study is to provide clear insights into the function and meaning television soap operas in everyday life, particularly for male viewers. Results suggest that male soap opera viewer ...

Increasingly, as channels and programs are aired, their competition has encountered revolutionary changes in a broadcasting context. These have led to the need for more simplified and manageable segme ...

This study investigated the effects of violence and brand familiarity on an individual's responses towards television commercials measured in terms of memory, brand attitude and purchase intention. Re ...

Using an experimental approach, the returns achieved by three sponsors of the 1998 Adelaide Festival of the Arts are examined. Using a before-and-after design with a control group, a mail survey measu ...

Argues that there is a positive relationship between viewing duration (of a programme) and TV advertising recall. Various research evidence is described. Attentiveness appears to play a role in the eq ...

The authors recently analyzed findings from effectiveness tests using EEG technology to measure levels of attention, interest and involvement with audio/visual stimuli. Tests were conducted to determ ...

Advertisers and agencies should help to create positive, uplifting, high-quality programme choices for viewers, particularly in the early evening hours. A recent survey showed that more than 80% of co ...

A key issue in media selection is selecting combinations of programs most likely to be viewed by the targeted product user or owner group. Media models might provide weights by criteria of cost, reach ...

Qualitative viewing factors describe audience behaviours that affect the likelihood of a commercial being seen/absorbed: attention to programme/commercial, involvement, liking etc. The article discuss ...

Most advertisers agree that optimal schedules should not only consider quantitative, but also qualitative television viewing factors, like viewer attention and involvement. This paper examines the res ...

Describes studies of the effects of commercial recall of commercial length, position in break and other positioning factors. Several studies are mentioned between 1992 and 1998, involving re-analysis ...

The key television delivery variables of reach and audience size have undergone much scrutiny recently, however, lots of talk and little analysis has focused on whether and to what extent program envi ...

Increasing use of TV planning optimisers focuses more attention on the qualitative aspects of TV planning, already assuming greater importance because of a) TV fragmentation, b) increasing costs and c ...

In the summer of 1995, SPOT - the Foundation for the Promotion and Optimisation of TV Advertising (Netherlands) - took the initiative to conduct research into the degree in which channel switching was ...

This paper describes the work that has been carried out in order to measure the influences of program types on TV advertising effectiveness measurements. The results of the study clearly demonstrate, ...

Programme involvement, and how it affects response to TV advertisements.

This paper describes the Carat Foretel research programme in the UK and Greece designed in the first place to explore the extent to which it would be possible to improve the effectiveness of a televis ...

An important academic study of the vexed question of whether the programmes in which commercials are placed can alter their effectiveness. Previous studies are reviewed, and the reasons why they appea ...