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How the advertising audience changes between the two consecutive TV programs
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텔레비전 프로그램 사이 광고시청률의 순서 효과에 관한 연구

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Type
Academic journal
Author
Journal
Ewha Institute of Social Sciences(EISS) Ewha Journal of Social Sciences Vol.19 KCI Accredited Journals
Published
2008.6
Pages
31 - 66 (36page)

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How the advertising audience changes between the two consecutive TV programs
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This study examined how the size of television advertising audience changes during the time period between two consecutive television programs. This study focused on the influence of the position and the order of advertisement on the size of advertising audience. To fulfill the purpose of this study, the second by second TV rating data were used rather than the minute by minute TV rating data which is commonly used in advertising media practice and even in the academic researches on advertising audience. The results show that the size of advertising audience increases as the position of advertisement get nearer to the program and that the audience size decreases drastically right after the first advertisement inserted right after a program. The degree of decrease of the audience size does not recover in the following advertising block inserted before the following program.
#광고 #광고매체 #광고시청률 #텔레비전 #프로그램 시청률 #Advertising #Advertising audience #Advertising Media #Program Rating #Television

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