PT  - JOURNAL ARTICLE
AU  - Sharp, Byron
AU  - Beal, Virginia
AU  - Collins, Martin
TI  - Television: Back to the Future
AID  - 10.2501/S002184990909031X
DP  - 2009 Jun 01
TA  - Journal of Advertising Research
PG  - 211--219
VI  - 49
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/49/2/211.short
4100  - http://www.journalofadvertisingresearch.com/content/49/2/211.full
SO  - J Advert Res2009 Jun 01; 49
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.