Television advertising television: measuring the ability of television promos to deliver ratings for new programs using single-source data. Issue 3 (4th May 2018)

• Record Type: Journal Article
• Authors: Beal, Virginia; Romaniuk, Jenni; Sharp, Byron
• Is Part Of: International journal of advertising. Volume 37:Issue 3(2018)
• Page Start: 463
• Page End: 481
• Publication Date: 2018-05-04
• Subjects: Television -- program promos -- advertising effectiveness -- single-source data -- scheduling; Advertising -- Periodicals; 659.105
• DOI: 10.1080/02650487.2017.1335010
• Languages: English
• ISSNs: 1759-3948

Abstract

ABSTRACT: The entertainment industry relies heavily on advertising to attract audiences. This article demonstrates a method to measure the effect of on-air television promotions, or promos, on viewing behaviour, based on a well-established single-source method for determining the causal impact of advertising on sales. We illustrate this method on 18 new prime-time programs, showing that promos have a positive impact on viewing behaviour. Exposed viewers are substantially more likely to view the premiere episode of a new series, across a wide range of different television-viewing weights, frequency of promo exposures and program types. The research also shows evidence of reach-based scheduling strategies being generally more efficacious than frequency-based strategies. These findings provide guidance to help networks implement their promo strategy more effectively, as well as a method for future research into the effectiveness of television promos as this approach can be utilized in any country with a television ratings panel.