Television: Programme effects on television advertis...

 

The present study presents a biologically based measure of audience engagement. The measure is based on a neuroscience informed combination of signal processing methods that yield a continuous time-lo ...

This article uses a case history from MTV to examine the role that engagement with programming plays in the performance of embedded advertising. A standard technique for measuring emotional engagement ...

Interactive television facilitates two-way communication between individual viewers and advertisements embedded in programmes. In this paper we examine how interest in the content of television progra ...

In this article, president of the ISBA John Clare outlines his vision of the future issues confronting the advertising industry, and argues that it is essential to the future of the industry that the ...

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 ...

In January 2005 the Dutch Advertisers Association (BVA) presented the results of an observational study on viewing behaviour during commercial breaks. Results from filming 100 households watching TV s ...

The paper explores zapping in a developing economy with moderate cable penetration (30%), determining its extent and nature. The final objective is to assess the role played by the characteristics of ...

Ster, in close consultation with MarketResponse Nederland BV and 2Gather, set up a study to measure the effect of the Television Context on advertising effects. The fieldwork was conducted by Intomart ...

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 ...

Ardi Kolah, who invented the concept of Brandcasting and set up a company, Brands as Broadcasters, five years ago, argues that conventional advertising is out of date and that a new paradigm is needed ...

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 ...

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 ...

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, ...