The Good News About Television: Attitudes Aren’t Getting Worse. Tracking Public Attitudes toward TV Advertising

Michael T. Ewing

Monash University

Management slant

  • Results suggest that attitudes toward TVA are stable but not especially favorable—despite revolutionary changes in media consumption and critical attention that the industry has received in the popular press.
  • Attitudes toward TVA are unlikely to change dramatically in the short term. Consistent and sustained efforts therefore will be required to improve perceptions of TVA within the general community.
  • That said, the prospects for TVA remain relatively buoyant into the longer term because TV audiences in Australia have remained relatively stable despite the emergence of various new media.