RT Journal Article SR Electronic T1 The Good News About Television: Attitudes Aren't Getting Worse JF Journal of Advertising Research JO J Advert Res FD WARC SP 83 OP 89 DO 10.2501/JAR-53-1-083-089 VO 53 IS 1 A1 Ewing, Michael T. YR 2013 UL http://www.journalofadvertisingresearch.com/content/53/1/83.abstract 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.