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 Michael T. Ewing
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.