RT Journal Article
SR Electronic
T1 The Influence of Network Branding on Audience Affinity for Network Television
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 19
OP 32
DO 10.2501/JAR-42-3-19-32
VO 42
IS 3
A1 Carolyn A. Lyn
A1 David J. Atkin
A1 Robert Abelman
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/3/19.abstract
AB The ongoing proliferation of programming sources greatly diversifies network-viewing choice and may present a basis for viewer confusion in markets where stations switched affiliation. This study explores the influence of affiliate realignments on viewer attendance to and loyalty toward local stations. Perspectives on audience uses and gratifications are applied to viewership data collected from 836 viewers selected from four regions across the United States. The major theoretical assumption tested is whether viewing motivations, awareness levels, and viewing patterns will be interrelated. Results provide mixed support for our model, as prediction equations for audience affinity and awareness measures provide useful models that should help guide network promotions.