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

Periodically tracking public sentiment toward television advertising (TVA) is an important barometer for the advertising industry and its myriad stakeholders.

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...

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