Abstract:

This paper sets out to prove that viewers that become deeply involved in event television programs, such as Idol, respond more positively to advertising. The nature of the program offers multiple touch points for viewers to form bonds with the event. These bonds will deliver large ratings, but it also provides a platform for advertisers to integrate their advertising messages. Do these viewers that form strong bonds by voting, visiting the website, talking with friends, and following the program through other media, respond more favourably to sponsor's messages?