RT Journal Article
SR Electronic
T1 Television: Back to the Future
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 211
OP 219
DO 10.2501/S002184990909031X
VO 49
IS 2
A1 Sharp, Byron
A1 Beal, Virginia
A1 Collins, Martin
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/2/211.abstract
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.