PT  - JOURNAL ARTICLE
AU  - Michael T. Ewing
TI  - The Good News About Television: Attitudes Aren't Getting Worse
AID  - 10.2501/JAR-53-1-083-089
DP  - 2013 Mar 01
TA  - Journal of Advertising Research
PG  - 83--89
VI  - 53
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/53/1/83.short
4100  - http://www.journalofadvertisingresearch.com/content/53/1/83.full
SO  - J Advert Res2013 Mar 01; 53
AB  - Periodically tracking public sentiment toward television advertising (TVA) is an important barometer for the advertising industry and its myriad stakeholders. To date, however, most studies of consumers' attitudes to TVA have been cross-sectional. This study, alternatively, provides a quasi-longitudinal examination of Australian attitudes toward TVA across four time points (2002, 2005, 2008, and 2010). Findings suggest that although attitudes toward TVA are generally negative, in fact they have not deteriorated over time. Considerable scope consequently exists for improving consumer attitudes toward TVA.