Family matters

Date of publication: June 23, 2005

Abstract:

The paper examines the attraction of television for viewers. Extensive qualitative research and close analysis of television viewing records highlight an important feature of television viewing behaviour: watching television with others. Family co-viewing is a significant and growing proportion of television viewing behaviour and in line with the growth in family democracy. Additional research in the TAM panel shows that a lot of deliberation and discussion precedes buying decisions, especially about high involvement choices. In these choices, partners have an equal say. Task-dividing and golden mean strategies are used in reaching a final decision. The growing role of the family in television watching and decision-making offers new opportunities for media planning. Advertising must take account of how families decide. If buying a product can be characterised as a 'family speak' decision, advertising can be presented in a context in which family members are together.Family co-viewing is such a context. The advertising then fits into the collective decision-making process. Programs watched together with family members are a very suitable context for advertising for 'equal influence' products.

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