Television advertising television: measuring the ability of television promos to deliver ratings for new programs using single-source data
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(Published version)
Date
2018
Authors
Beal, V.
Romaniuk, J.
Sharp, B.
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Journal article
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International Journal of Advertising, 2018; 37(3):463-481
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Abstract
The entertainment industry relies heavily on advertising to attract audiences. This article demonstrates a method to measure the effect of on-air television promotions, or promos, on viewing behaviour, based on a well-established single-source method for determining the causal impact of advertising on sales. We illustrate this method on 18 new prime-time programs, showing that promos have a positive impact on viewing behaviour. Exposed viewers are substantially more likely to view the premiere episode of a new series, across a wide range of different television-viewing weights, frequency of promo exposures and program types. The research also shows evidence of reach-based scheduling strategies being generally more efficacious than frequency-based strategies. These findings provide guidance to help networks implement their promo strategy more effectively, as well as a method for future research into the effectiveness of television promos as this approach can be utilized in any country with a television ratings panel.
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Copyright 2017 Advertising Association
Access Condition Notes: post print available after 1 Janurary 2019