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ABSTRACT
Measures of TV program effectiveness rely on exposure broken out by demographic categories as the standard for purchasing commercial time. Attitudes toward a program might provide supporting evidence regarding program effectiveness. Yet such data are not typically used in the negotiations between advertisers and networks in TV buys. This article examines the key hypothesis that program attitudes are related to future program exposure. It demonstrates that program attitudes in a prior period are at least as strongly related to subsequent exposure as is exposure to the program in prior periods. The analyses also found that program familiarity has a positive effect on subsequent exposure only in conjunction with positive attitudes. Independent of positive attitudes, familiarity has little effect on subsequent exposure.
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