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High ratings can be wrong

Date of publication: March 1, 1979

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Authors: Sue Stoessl, John Clemens

Abstract:

This paper will demonstrate that there are some people who do not need as heavy a level of frequency of exposure to television commercials as others. Viewers exposed once or twice can recognise a commercial extract - and name the brand advertised - as well as other people who saw the advertisement many more times. The levels of exposure needed relate to the total amount of commercial television to which the viewer is exposed.

Sue Stoessl

Author

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John Clemens

Author

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Stoessl and Clemens (1979a, March 01). High ratings can be wrong. ANA - ESOMAR. Retrieved June 05, 2025, from


https://ana.esomar.org/documents/qualitative-research-on-be-ro-mcdouglas-development