The attitudinal classification studied in this research shows a strong predictive validity in the segmented world of subscription channels. This predictive validity was assessed within the nationwide electronic audience panel in Mexico, which makes a case for the practical use of attitudinal ratings in advertising, media planning, and content management. Findings are discussed in the context of important contributions from the academic fields of psychology and mass communication.
In times of media audience fragmentation and astronomical costs involved with launches of new TV shows, this paper focuses on providing broad, actionable directions towards audience creation for new TV shows through the usage of optimal multimedia promotions.
Many have asked themselves how the effectiveness of mixed media campaigns can be measured, and more specifically, how the effects of different media can be found. This paper suggests some solutions for these problems through Strategic Communication Management. This new paradigm for advertising research changes our view on what we want to know and when and how to use it for our running campaigns.
The paper demonstrates that audiences have preferences for viewing specific networks that are not driven solely by program content, that this effect is consistent over time, and considers the implications for network promotion and for advertisers. The study is based on ratings data taken from a simulcast in Australia in January 2005.
The paper explores zapping in a developing economy with moderate cable penetration (30%), determining its extent and nature. The final objective is to assess the role played by the characteristics of the commercial, i.e. novelty or humor, vs. the context in which it is placed, on zapping reduction. Type of program, attractiveness, timing and target, parallel programs, position of the commercial in the break and length of the break are some of the contextual variables analyzed. A review of breaks controlled by the above variables was the methodology used. Albeit limited by minute to minute information, the research shows that context is the crucial issue, proceeding to assess the most important structural strategies to improve commercial retention.