RT Journal Article
SR Electronic
T1 The Big Picture for Large-Screen Television Viewing
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 421
OP 432
DO 10.2501/JAR-52-4-421-432
VO 52
IS 4
A1 Michael D. McNiven
A1 Dean Krugman
A1 Spencer F. Tinkham
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/4/421.abstract
AB Large-screen televisions have gained prominence in the marketplace. Focus groups and a national survey were used to investigate viewing of large-screen televisions as they relate to attitudes toward advertising and the way advertising and programming are viewed. Results indicate that larger screens positively impact how advertising and television programming are consumed. Large-screen television viewers were less skeptical of advertising than small-screen viewers; more positive toward advertising; and paid more attention to both commercials and programming. Also, large-screen viewers were more absorbed in television programming—a phenomenon that mediates the impact of screen size on attention, evaluation, and skepticism toward television advertising.