RT Journal Article SR Electronic T1 Television: Back to the Future JF Journal of Advertising Research JO J Advert Res FD WARC SP 211 OP 219 DO 10.2501/S002184990909031X VO 49 IS 2 A1 Byron Sharp A1 Virginia Beal A1 Martin Collins YR 2009 UL http://www.journalofadvertisingresearch.com/content/49/2/211.abstract AB TV keeps changing, and viewers have more alternatives than ever. Yet television-viewing behavior continues to follow some law-like patterns that have remained in place over the past 40 years. These empirical generalizations suggest that TV will remain the preeminent fast and vast advertising medium, if a more complex and expensive one. Knowledge of these empirical laws—including the special reach of high-rating programs, channel loyalty, low program repeat rates, lack of segmented audiences, and weak genre loyalty—can be used to guide advertisers in buying the most effective TV schedules. They give us confidence that TV will remain an effective advertising vehicle for many years to come.