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ABSTRACT
Today, digital television enables consumers to record and watch live television via an array of hand-held devices. To help increase the effectiveness of programming and advertising in this digital age, the authors studied the attitudes and behavior of viewers during the course of a series. The findings revealed Audience Satisfaction as a dynamic construct that is predicted by Expectations, Program Performance, and, to a very limited extent, Connectedness over time. The implications suggest that television producers, directors, and advertisers could reap added value by adjusting content on the basis of between season and within season program market research and consequential insight.
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Vol 53 Issue 2
