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