Television Audience Satisfaction: Antecedents and Consequences

To help increase the effectiveness of television broadcasting and advertising, this article studies audience viewing behavior by investigating the antecedents and consequences of audience satisfaction of television programs.

Television Audience Satisfaction: Antecedents and Consequences

Xiaoling LuRenmin University of ChinaHing-Po LoCity University of Hong Kong

Television industry is a fascinating and challenging business in which billions of dollars are invested annually in programs, commercials, equipment, and people. A special marketplace in this industry exists. Broadcasters sell television time (in fact, audience) to advertisers who hope that their advertisements are exposed to the targeted population as widely as possible. However, audience is like a kind of raw material that requires proper treatments. Their viewing behaviors have to be studied by researchers so that broadcasters and advertisers can...

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