Getting an IPG. Hypothesis vs. reality

The purpose of this paper is twofold: explore the impact of an Interactive Program Guide (IPG) on TV tuning once an IPG is deployed in a home; and explore the use of IPGs, user feedback, advertising exposure, and click through rates, with user profiles.

Getting an IPG

Hypothesis vs. Reality

Fontana FitzwilsonTV Guide Networks, United States

Stan SeagrenNielsen Media Research, United States

PROGRAM CHOICE BACKGROUND

In 1971, Paul Klein of NBC postulated that the program choice made by the average viewer was in fact based on the “least objectionable alternative” (Webster and Phalen). This premise obtained some currency, in particular as television grew as a mass medium.

UK researchers Barwise and Ehrenberg approached the problem from a slightly different angle, arguing that in markets with general purpose broadcasters (like the United Kingdom in the 1970s) that television was largely an unsegmented medium....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands