PT - JOURNAL ARTICLE AU - Ewing, Michael T. 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.