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An Episode-by-Episode Examination: What Drives Television-Viewer Behavior: Digging Down into Audience Satisfaction with Television Dramas
Donald Miller Dennis and David Michael Gray, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 166-174
Today, digital television enables consumers to record and watch live television via an array of hand-held devices.
Today, digital television enables consumers to record and watch live television via an array of hand-held devices. To help increase the effectiveness of programming and advertising in this digital age, the authors studied the attitudes and behavior of viewers during the course of a series. The findings revealed Audience Satisfaction as a dynamic construct that is predicted by Expectations, Program Performance, and, to a very limited extent, Connectedness over time. The implications suggest that television producers, directors, and advertisers could reap added value by adjusting content on the basis of between season and within season program market research and consequential insight.
It's all in the mind: changing the way we think about age
Lisa Edgar and David Bunker, International Journal of Market Research, Vol. 55, No. 2, 2013, pp. 201-226
In this paper we explore the validity of using chronological age as a primary targeting factor. We show that the majority of people do not identify with their own chronological age group, perceiving themselves to belong to a younger age group.
In this paper we explore the validity of using chronological age as a primary targeting factor. We show that the majority of people do not identify with their own chronological age group, perceiving themselves to belong to a younger age group. We explore how this varies across the age ranges, and identify the attitudinal and behavioural factors that determine how old (or young) people see themselves as. We then go on to demonstrate how our perceived age construct has been used to understand the way people consume and, in this case, how they consume TV and radio, using real data from the BBC.
The Appeal of Reality Television for Teen and Pre-Teen Audiences: The Power of "Connectedness" and Psycho-demographics
Anthony Patino, Veltichka D. Kaltcheva and Michael F. Smith, Journal of Advertising Research, Vol. 51, No. 1, 2011, pp. 288-297
With the continued popularity of reality television among young viewers, it is vital to identify pre-teen and teen audiences who not only watch a reality program but have a high level of connectedness to it.
With the continued popularity of reality television among young viewers, it is vital to identify pre-teen and teen audiences who not only watch a reality program but have a high level of connectedness to it. Connectedness extends beyond just viewing the program and involves further engagement—posting on social networking sites, for instance, or buying products placed on the show. The authors report on a study that incorporated a national Harris Online survey of 1,098 preteens and teens in the United States to identify psycho-demographic groups that are likely to have high connectedness to reality programming. The findings will help network programmers and advertisers to make more effective decisions related to scheduling, media buying, product placements, and social-networking strategies.
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